Celebrating the launch of Delta’s new London to Los Angeles service, Zero Collective rolled out the red carpet and brought a touch of Hollywood glamour to the heart of London’s business capital. The activation featured an augmented reality screen showing film vignettes that the passing public could interact with. Those who filmed or photographed their interactions could share them on social media using the hashtag #DeltaMovieStar for their chance to win a trip to Los Angeles and meet with a leading Hollywood casting director.
The social media results were unprecedented. In five days, the reach of the hashtag was 23,161, 351, far surpassing any previous campaign that Delta had ever run globally.