Rush Hour Traffic

Monday, February 3 2014
Rush Hour Traffic

“We found one of these double-parked outside of our store yesterday,” said an email that turned up iin our inbox last week just after an issue of The Raygun newsletter had been sent out.

The newsletter featured a story looking at Studiocanal’s campaign for Rush, the Ron Howard directed racing feature, further outlining its mareting plans.

And, as the company’s Claire Establier noted: “A few McLaren replica cars will make an appearance in some stores so keep an eye for them.”

Within minutes our email had arrived, courtesy of hmv, showing one of the aforementioned McLaren’s outside its Dundrum store, in Dublin.

The cars certainly helped do the trick, for, with Studiocanal’s impressive marketing and this particularly gorgeous lenticular sleeve (if the image above left isn’t moving, then you can see a static version at the bottom of the story) all helped Rush get off to a strong start.

As Claire Establier sad after its release: “We’re very pleased with the sales so far. Having the lenticular packaging on the Blu-ray only helped secure a strong conversion. The Steelbook with its unique design has proven to be a real success too amongst Steelbook fans. We had strong support from the retailers and the events we’ve ran with them enabled us to bring Rush closer to the consumers.”

So here then, is the McLaren in situ and that packaging…

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