To launch M3GAN 2.0, Universal Pictures partnered with our Ocean Labs team to deliver a UK media first.  An AI powered campaign where M3GAN reacted in real time to what passersby were wearing. 

Two years after the original release, Universal Pictures needed to reignite buzz around M3GAN and drive people back into cinemas. The aim was to cut through a busy environment with something bold, relevant and interactive, to drive action.

At Westfield London, M3GAN came to life in a media first interactive campaign, powered by Ocean Labs’ real time AI technology.

Our pop-up D6 screen scanned people who approached to meet M3GAN, picked out a colour of their clothing and triggered a custom message. She locked eyes, spoke directly to them and delivered an eerie one liner, such as: “Hey you in green… wanna be my bestie?”

The interaction ended with a QR code offering discounted cinema tickets turning attention into action. The campaign was supported by in person sampling, giving people an extra reason to stop, engage and share.

OUTCOMES

• Over the course of just 8 hours, more than 200 people engaged directly with M3GAN. 
• The character’s creepy, personalised responses stopped shoppers in their tracks and transformed a standard cinema push into a memorable, interactive spectacle.