Robocouriers are taking up the streets of Los Angeles.

Prime Video and its media company of document, Omnicom Media Group, have now partnered with autonomous supply service Coco Robotics on a marketing campaign to advertise the streaming platform’s new heist comedy movie, The Pickup, starring Eddie Murphy, Pete Davidson, and Keke Palmer.

The movie, which premieres globally Aug. 6 on Prime Video, facilities round two armored truck drivers performed by Murphy and Davidson who get ambushed by a bunch of criminals throughout a routine money pickup.

As a part of the monthlong marketing campaign, which launched on July 21, Coco Robotics turned its robocouriers into immersive model activations and wrapped a whole bunch of them in Prime Video and The Pickup branding. The couriers, that are impressed by the film’s armored cash vans, deploy throughout the streets of Los Angeles and even recite strains from the film at supply.

In accordance with the businesses, the collaboration goals to innovate in out-of-home promoting by merging leisure, media, and expertise.

Elizabeth Boone, senior affiliate of content material and rising media, Omnicom Media Group, stated whereas she needed to give you a enjoyable and cute thought for the film’s marketing campaign, she additionally needed to ensure they have been staying updated with expertise tendencies, particularly as autonomous autos turn out to be extra distinguished.

“After we have been fascinated with it, we felt like this was step one in realizing the chance between media and leisure, and its reference to autonomous autos,” Boone instructed ADWEEK. “So far as the film goes, we felt like this was a very good technique to carry the world of The Pickup into our actual world.”

The campaign features a co-branded, 60-second spot encouraging acts of kindness

Boone added that they didn’t need to simply create a typical billboard, however reasonably one thing that aligned with the film’s plot and theme.

“It has that physicality of an armored truck to carry us into the world,” Boone stated. “Then there’s the proprietary expertise the robots use to assist navigate the busy streets. There’s nonetheless this aspect of shock the place customers don’t know if that is an advert that they’re seeing, but it surely’s one thing that may affect them in a constructive means and create a constructive affiliation with each the expertise and the promoting they’re seeing.”