With their upcoming blockbuster Suicide Squad set to release in August of 2016, Warner Bros wanted to produce a unique experience at SXSW, a yearly conference that brings the best in film, music, and interactive media together. With an emphasis on creating more buzz around the film, Warner Bros was looking for a partner to strategically develop and execute this experience. GMR was chosen based on our robust experience at SXSW and rich history of successful experiential activations.
Harley Quinn’s tattoo Parlor amassed over 2,400 visitors, and administered 72 complimentary permanent Suicide Squad tattoos with an additional 10 being purchased by visitors. Roughly 100 people were waiting in line each day for a tattoo slot. There were over 2,000 temporary tattoos applied and nearly 5,000 limited-edition character lollipops distributed. Without promotion, this event instead chose to rely on word of mouth and social media. The event garnered press attention from USA Today, Adweek, Entertainment Weekly, Movie Pilot and Comicbook.com, as well as many more media outlets.
Facebook posted content generated a total of 1,183,341 impressions, as well as Suicide Squad or Harley's Tattoo Parlor having more than 35.4 million impressions on Twitter and Instagram. Twitter published content generated a total of 23.8+MM potential impressions during SXSW, and a total of 1.3+MM confirmed impressions.