April 14, 2014
To promote the home entertainment release of Ben Stiller’s “The Secret Life of Walter Mitty,” Twentieth Century Fox has teamed up with Google Glass and YouTube personality, iJustine, for a new way to experience Mitty’s adventures. From April 8-15, iJustine is in Reykjavik, Iceland as part of a crowdsourced adventure, recording her endeavors with Google Glass, and posting them on YouTube and other social media platforms. The film comes to Blu-ray and DVD April 15.
This new marketing campaign is designed to build excitement for the home entertainment release of “Walter Mitty” by utilizing audience participation, explains Carolyn Giardina in The Hollywood Reporter. Social media followers using #ProjectMitty will be able to vote on the activity that iJustine will do day by day in Iceland. Activities could include ice-climbing on Solheimajokull Glacier or helicoptering over the Eyjafjallajokull volcano.
“Partnering with Google Glass and YouTube sensation iJustine to capture Mitty’s real-life adventures across the stunning landscape of Iceland allows fans everywhere to be a part of this unique journey and experience it in real-time,” said Mary Daily, president of worldwide marketing and CMO at Fox Home Entertainment.
“The Secret Life of Walter Mitty,” starring Ben Stiller and Kristen Wiig, came out December 25 last year. It made $185 million worldwide at the box office. The film follows the adventures of Mitty as he traverses the world, seeking escape from his dull life. Reykjavik, Iceland was a key location.
You can check out the Icelandic adventures on iJustine’s YouTube channel.