Bird Box Experience

Netflix wanted a moving, location-based billboard to promote the film — to engage the audience for the film out on the street. So they turned to MC2 Experiential Studio to make the concept come alive. Executive Creative Director Richard Sears and Senior Creative Producer Melissa Beery read the script and Josh Malerman’s book. They knew the most provocative way to engage the audience was to have them experience what the characters experienced in the film. The result was a double-decker bus wrapped with Bird Box imagery and promotion … with a Bird Box experience hidden inside. Inside the bus, Sears, Beery, and the MC2 team recreated the film’s “safe house” with its windows taped up with newspaper to prevent any glimpses outside. Participants lined up, permitted themselves to be blindfolded – like the characters in the film – and led onto the bus. Once inside with blindfolds off, a series of “jump scares” thrilled the participants letting them identify with the unfolding terror the film holds for star Sandra Bullock and the Bird Box cast. When the experience ended and the tension broke, participants took selfies and were given their own “bird box” to take home. The Bird Box bus toured 6 locations in Los Angeles, California and went on to Austin, Texas garnering thousands of visitors in a little over 30 days. Along with that, the social media buzz created by the bus helped spread the word about the film. Happily, Netflix also reported 45 million views in the first week alone!