Disney’s Marvel Studios brought the campaign for Eternals directly to the fans most excited for the new superhero film at the Toronto Fan Expo this past weekend.

The activation featured a double-sided 25-foot digital wall that rotates through digital images of each member of the Eternals team along with information about their mission in the upcoming film. To drive the personal connection beyond a simple photo op, it also features QR code that brings fans to a Twitter-based experience, analyzing their posts to find out which team member they are most like.

The on-the-ground activation joins a larger marketing push behind the fall blockbuster’s Nov. 5 release, which has included broadcast, digital, social, and OOH.

Walt Disney Studios Canada collaborated with Simon Pure Marketing to create this experience as a way to introduce fans to the new Marvel Studios’ film. By launching the campaign at Fan Expo, fans attending the convention were given the opportunity to get an exclusive first look at the super heroes, which will now be brought to mass audiences at shopping centres across Canada; next up this weekend are stops at Vaughan Mills in Toronto, Metropolis at Metrotown in Vancouver and the Montreal Eaton Centre.

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