Draconian measures at Köln Arcaden

Keyfacts

Three-metre-high eye-catching dragon figure
Raffle for mall visitors
Campaign promoted on social media channels

For shoppers of Köln Arcaden any surprises usually involve new collections or the most incredible bargains. But between 16 and 18 March 2023 visitors of the Cologne shopping destination had a surprising encounter of a special kind. On the top floor the black dragon Rakor, a fearsome fighter in the fantasy game Dungeons & Dragons, awaited shoppers under the glass roof as part of the marketing campaign for the cinema release of the game’s new film adaptation entitled ‘Dungeons & Dragons: Honor Among Thieves’.

Three-metre dragon catching everyone’s eye

Marketing agency Neverest Informationslogistik had chosen the imposing dragon figure as an eye-catcher to promote the new blockbuster, with Rakor towering three metres above the floor, making it impossible for passers-by on the top floor of Köln Arcaden to miss it. Next to the black dragon with its blood-red eyes and menacingly open mouth, a large film poster announced the cinema release on 30 March.

Not for the faint-hearted: the dragon Rakor, who also appears on the film poster of 'Dungeons & Dragons: Honor among Thieves' awaited shoppers on the upper floor of Köln Arcaden.

18.03.2023 köln, köln arcaden - dungeons & dragons — The three-metre-high dragon was the eye-catcher of the promotion and a popular photo motif for Dungeons & Dragons fans.

Included in the blockbuster promotion was a raffle giving people who shared a photo of themselves with Rakor on social media the chance to win a private cinema screening.

The dragon soon becomes a friend when mum and dad are there to protect you! The fantasy dragon delighted visitors of all sizes.

It wasn't just Dungeons & Dragons die-hards that took the opportunity to be photographed with Rakor – children too didn't miss the chance to examine the character up close.

And if the stunning light-flooded gallery of Köln Arcaden isn’t enough to get the busiest of shoppers into selfie mode, a three-metre dragon certainly does the trick (even more if an attractive prize beckons). A display stand facing the promotion area and the retail walkway invited visitors to take a photo of themselves with Rakor and post it on social media under hashtag #DnDRakor. The prize was a private cinema screening of ‘Dungeons & Dragons: Honor Among Thieves’. To draw attention to the competition online, the agency used not just its own social media channels and those of film production company Paramount Pictures, but of course the Köln Arcaden channels as well.

Dungeons & Dragons with an all-star cast

Without a doubt, Rakor was the centre of attention during this promotion. In the film itself, the dragon shares the spotlight with international stars including actors Chris Pine, Michelle Rodriguez and Hugh Grant. German celebrities were also involved in the new ‘Dungeons & Dragons’ film adaptation, dubbing some of the characters’ voices. This honour was bestowed on comedian Rick Kavanian and streamer Gronkh, among others.

This blockbuster promotion in Köln Arcaden was a great way to get the film première of ‘Dungeons & Dragons: Honor Among Thieves’ off to a great start. Köln Arcaden had already played host to marketing agency Neverest back in November 2021, promoting the cinema release of the animated film ‘Happy Family 2’. Westfield Rise was delighted to partner with Neverest once again for a cinema promotion at a URW shopping destination.

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Cases

Three-metre dragon catching everyone’s eye

Dungeons & Dragons with an all-star cast