Hysan Place in Lee Gardens has joined forces with Hot Toys to engage with fans of comic books and action figures.
The exhibition, which runs from 5 April to 12 May, will include the latest Iron Man model, while an 'augmented reality' (AR) game will allow fans to 'become' Iron Man through the latest body-mapping motion sensor technology.
"The AR game offers an exclusive and exciting experience to audiences and makes their dream come true," said Nicola Sher, planning supervisor at Maxus, which was tasked with deploying different channels to create awareness of the exhibition, not only among die-hard toy and comic film fans.
According to the agency's spokesperson, Iron Man figures are always hot in the market, attracting long queues for pre-orders of new models.
Sher added that the general impression of Hysan Place is that it is a bit feminine, "So hopefully the exhibition will attract more guys and engage with them".
The agency has also suggested celebrities in Hong Kong, such as radio DJs 'Donald', 'Ar Kot', Eric Kwok and 糖妹, to try out the AR game. By coincidence, Kwok (pictured below) bears a strong resemblance to Robert Downey Jr., the actor playing Iron Man, Sher added.
As part of the campaign, a Facebook social ad encourages visitors to submit on-site photos of the exhibition. The top 100 best pictures can win a Cosbaby set of Iron Man figures (below).
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Sher said women and girls were also fans of Iron Man. “Girls love Iron Man too! It’s not just because of Tony Stark’s heroic, wealthy and handsome image, but it also provides them with a topic they can talk about with their boyfriends,” she added.
In addition to mass newspaper and digital portals and new sites promoting the exhibition, there is also a cinema ad reminding audience about sales offers in Hysan Place.
