Robin Hood

Davide Bianca

Lionsgate: Robin Hood

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‘A perfect mixture of high-paced experiential stunts, a digital layer component, social engagement, and guerrilla-style filming, all within the context of today’s most relevant pop culture event: San Diego Comic Con!’

Davide Bianca, Head of Entertainment, UNIT9

The background

We teamed up with acclaimed digital investment app Robinhood, for a co-branded opportunity to reinvent a classic. In an effort to talk the talk and walk the walk of the digital era, our team redefined the concept of stealing from the rich and giving to the poor, by leveraging on cryptocurrencies and giving away a total of $50,000.

Robin Hood
Robin Hood

The execution

Over the course of the three days of San Diego Comic Con, we seeded clues on the movie’s social channels about secret drops and locations around San Diego. Each clue led participants to felt bags containing a physical gold coin—designed with an iconic Robin Hood seal to mimic the coins in the actual film—and a scratch-off card with a unique code. When the code was entered into the Robinhood app, it triggered an immediate deposit of up to $5,000.00.

The first 30 fans who correctly deciphered the clues, figured out the location, and rushed to the drop needed to pronounce the correct password (seeded online along with the clue) for a chance to collect their reward.

Robin Hood
Robin Hood
Robin Hood
Robin Hood

In the true spirit of a heist, we performed the drops on foot when we were in proximity of highly crowded areas, or with a getaway van or motorcycles when we were in more open areas. This gave us the flexibility to disappear within the crowds or mimic a “stop and drop,” followed by a screeching getaway.

Robin Hood
Robin Hood

The results

Thirty fans per drop, three drops per day, and three days total resulted in hundreds of fans, thousands given away and millions of online impressions. And this is only the beginning.

‘We wanted to redefine the classic notion of stealing from the rich and giving to the poor, by leveraging on cryptocurrencies and blockchain technology’

Davide Bianca, Head of Entertainment
Robin Hood
Robin Hood

credits