A pair of coast-to-coast activations in partnership with Paramount Pictures brought the zaniness and eccentricity of Zoolander 2 straight to the consumer. Timed to the February 12 release of the film, pop-ups from Kiehl's in New York and Samsung in Los Angeles each found a unique way to celebrate different aspects of the movie as well as their own products.
From February 9 through 13, beauty and grooming brand Kiehl’s opened a Derek Zoolander Center for People Who Don’t Age Good, a “state-of-the-art, anti-aging center” in the meatpacking district. Kiehl’s used the opportunity to introduce two limited-edition box anti-aging kits. Inside, the public was invited to experience the center’s patented 6.5 Step "youthification" program. Among the more outrageous features was a special room that promised the rejuvenation of one’s lungs by breathing air from Mount Everest through oxygen masks.
In Los Angeles, Samsung sought to showcase its technological prowess with a modeling-theme experience at shopping center the Grove. At the Zoolander School of Modeling, consumers were invited to show the world “how ridiculously good looking they are” by using the electronics maker’s technology, including the Galaxy S6, which featured Zoolander 2-theme content. Among the dedicated model training stations were the Blue Steel Selfie, Model Walk-Off, and Model Graduation, each playing off gags and concepts from the movie.
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