Putting A Spin On It

Friday, December 10 2010
Putting A Spin On It

A smart piece of marketing activity here for Warner’s Inception, as the studio strove to heat up interest in one of the year’s most talked about and arguably most credible blockbusters. And it achieved it with this world record-breaking attempt at keeping the most tops spinning at one time.Better still, it featured the iconic totems from the film, all branded with the Inception logo.

Magician, and Inception fan, apparently, Steve Faulkner performed the attempt under proper Guinness World Record conditions and smashed the previous record (he kept 22 going at the same time, compared with the previous total of 16. He’d been practising for weeks in preparation and has now issued a challenge to Inception fans on Facebook – there are 63,000 of them – to see if they can do better. Faulkner even visited editorial offices of Nuts and Shortlist – and promptly did it all over again too.

It was all part of a campaign that included TV, press, outdoor and radio and PR elements that included a four page Anatomy Of A Scene feature in Empire (or, as the film mag called it, Anatomy Of A Dream), the first time it had been given over to a home entertainment release rather than a theatrical title. There was a press trip to Florida to recreate zero gravity-style elements from the film (with resulting coverage, of course) and a Levels Of Inception promotion with partners such as play.com, that ended with winners running around a maze to try and win the grand prize of a round the world trip.

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