Bringing Toy Story Into The Streets
As part of its global collaboration with Disney and Pixar ahead of the release of Toy Story 5, Papa Johns has launched a unique experiential outdoor advertising activation in Madrid.
The installation recreates the famous claw machine scene from the original Toy Story film, where Woody and Buzz Lightyear find themselves surrounded by the iconic green aliens inside an arcade game.
Instead of simply advertising the partnership, Papa Johns transformed the concept into an interactive experience for the public.
A Bus Shelter Turned Into An Arcade Machine
Created alongside creative agency Rosebud and marketing agency Perfomics Iberia, the activation converts a traditional JCDecaux bus shelter into a fully functional claw machine.
Located on Calle Princesa in Madrid, the installation allows people waiting for the bus to test their skills by operating a giant claw and attempting to collect prize capsules.
The experience transforms a routine urban environment into a moment of entertainment and surprise.
Prizes Hidden Inside Every Capsule
The claw machine offers participants the chance to win a variety of rewards.
Inside the capsules, players can find exclusive Toy Story merchandise, discount vouchers and even free Papa Johns pizzas.
The reward mechanic helps strengthen engagement while encouraging consumers to interact directly with the brand.
Experiential OOH With Technical Innovation
According to Perfomics Iberia, the installation required significant technical development and is believed to be the first claw machine ever integrated into a bus shelter advertising format in Spain.
The project demonstrates how brands are increasingly using outdoor advertising not only to communicate messages but also to create memorable experiences.
By combining entertainment, interactivity and physical participation, the campaign turns a media placement into a destination.
Building Buzz For Toy Story 5
The activation forms part of a wider global partnership between Papa Johns and Disney Pixar designed to support the launch of Toy Story 5.
Across several markets, Papa Johns is recreating the fictional Pizza Planet restaurant from the Toy Story universe, bringing fans closer to one of the franchise's most beloved settings.
The Madrid execution extends that strategy into outdoor advertising with a highly shareable and visually striking installation.
Why This Campaign Works
- Transforms urban furniture into an interactive experience.
- Brings an iconic movie moment into the real world.
- Encourages active participation instead of passive viewing.
- Creates strong social media and PR potential.
- Connects entertainment, product and brand engagement.
By turning a bus shelter into a functioning Toy Story claw machine, Papa Johns demonstrates how experiential OOH can transform a simple media placement into a memorable brand experience that fans will want to talk about, share and revisit.
Frequently Asked Questions
It is an experiential outdoor advertising campaign that transforms a Madrid bus shelter into a Toy Story-inspired claw machine.
The activation is located at Calle Princesa 47 in Madrid, Spain.
Players can win exclusive merchandise, discount coupons and free Papa Johns pizzas.
The campaign was developed by Papa Johns together with Rosebud and Perfomics Iberia.
The activation supports the global partnership between Papa Johns, Disney and Pixar ahead of the release of Toy Story 5.
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