Monster XP Blog


Transforming Storefronts to Launch the Netflix Original Series Shadow & Bone

Aug 11, 2021 | News

Looking to introduce the world to the epic stories, magic, and relationships found in Shadow & Bone, Netflix found the perfect way to deliver an innovative media experience with interactive storefront dominations activated by Monster XP.

To help launch the new Netflix Original Series, Shadow & Bone, Monster XP partnered with Outdoor Media Group and Palisades Media Group to activate an immersive experience on both the east and west coasts using interactive storescapes. This month-long activation started the week leading up to the launch of Shadow & Bone. 

Based on Leigh Bardugo’s worldwide bestselling Grishaverse novels, this was the first introduction on-screen to Alina Starkov and the monstrous threat of the Shadow Fold. 

This activation transported consumers to Netflix’s Grishaverse and invited them to stand face-to-face with the ominous Shadow Fold with the danger of Volcras always looming just around the corner. To transform these storefronts into a show-stopping experience, the design for this activation included linked LCD towers, oversized LED walls, custom strobe lighting effects, and expansive static branding.

Check out the full interactive experience via the video below. 

Monster XP pioneered the interactive storefront many years ago and we’re still delivering results. Here are a few of the highlights from this campaign: 

  • 43,671 unique consumer activations – Consumers stopped and engaged in both New York City and Los Angeles. In LA, there were more than 19,750 unique activations. In NYC, there were more than 23,500 activations recorded.
  • 16,186 volcras appeared during gamified experiences during consumer interactions – The activation featured a gamified portion for consumers where they were challenged to summon magic in the face of the Shadow Fold. During this game, volcras would randomly surprise consumers. 
  • Greater than 60 second average engagement – Consumers stayed with the experience. The average duration for an interactive session was just over 68 seconds in both NYC and LA. 

Contact Monster XP today to learn how we can help launch your next series, movie, product, or just generally raise awareness for your brand. We brainstorm activation concepts at no charge to our clients. 

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