Netflix is taking the marketing for season two of its superhero series Daredevil to new heights, thanks to a Toronto out-of-home execution done in partnership with media agency MEC and IMA Outdoor.
The execution is comprised of a “mega-skywrap” on the PATH Skywalk linking Union Station and the Toronto Metro Convention Centre. The Skywalk served as the main pathway for the ComiCon Toronto 2016 event at the Convention Centre last weekend.
Between 10,000 and 25,000 people use the PATH Skywalk in a typical day, though that number rises significantly during events at the Convention Centre and Rogers Centre. It is also a main conduit for passengers on the Union Pearson Express, which attracts an estimated 5,000 riders per day.
IMA is the exclusive media supplier for the PATH Skywalk, with products including large-format vinyl graphics, a network of both static and digital screens, and three large indoor video walls.
It is the first time IMA has installed advertising on the PATH Skywalk ceiling, with CEO Brian Rodkin telling Marketing the execution is designed to mimic the iconic Sistine Chapel. “Netflix said ‘Can we do something that completely enshrouds the whole area and makes people look up at the ceiling?’” said Rodkin.
It took Michelangelo four years (1508-1512) to complete the Sistine Chapel, while IMA required 10-12 weeks of planning and two days of labour to cover the PATH Skywalk with 7,000 square-feet of strong, lightweight fabric bearing images from the Daredevil series.
IMA is also supporting the “skywrap” with a series of 20 v-shaped static panels – each measuring 45.5-feet by 16-feet – running along the Skywalk corridor.
Netflix has made extensive use of out-of-home in its promotion for Daredevil, including staging a “billboard battle” between the show’s three main characters using Clear Channel Canada’s Atrium on Bay media tower at Toronto’s Dundas Square.
