The Work

Warner Bros // Suicide Squad

Harley Quinn's tattoo parlor leaves its mark on SXSW

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

  • Affinity Tattoo and Piercing was transformed into Harley Quinn’s Tattoo Parlor for four days during 2016 SXSW. Guests received complimentary temporary tattoos, given their choice of 20 different Suicide Squad character icon designs.
  • Each day there were a select number of spots for a complimentary permanent Suicide Squad tattoo, reserved for die-hard fans.
  • Four Harley Quinn-inspired staff were on-site to greet guests, draw in foot traffic, administer temporary tattoos, and take appointments for permanent tattoos.
  • There were additional permanent Suicide Squad tattoos purchased by select fans.

Street Team

  • GMR hired a 10 person street team and positioned them around downtown Austin. Each individual wore a shirt representing with a key character in Suicide Squad and distributed corresponding lollipops.
  • Street teams drove traffic to Harley Quinn’s Tattoo Parlor as well as carrying Samsung tablets which showcased the tattoos available.
  • Street teams, paired with movie posters plastered around the city, reinforced the movie's visual presence throughout Austin.
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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, 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.


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