We married an in-story immersive experience to the idea of a moving billboard. The result was a double-decker bus wrapped with Bird Box imagery and promotion … with a Bird Box experience hidden inside. The Bird Box bus toured six locations in Los Angeles, California, and went on to Austin, Texas garnering thousands of visitors in a little over 30 days. Along with that, the social media buzz created by the bus helped spread the word about the film. Happily, Netflix also reported 45 million views in the first week alone!