The campaign is to run alongside the launch of the films Pineapple Express, Step Brothers, You don’t Mess with the Zohan and The House Bunny. The campaign was created by Sublime.
The tour has been titled ‘Laughing Stock’ and visits student union clubs. The activity includes a visit from a life-sized Will Ferrell wearing his outfit in Step Brothers.
There are also bluetooth booths supplying mobile content, a variety of goody bags and film branded merchandise and a pre-order incentive provided by retail partner Play.com.
Additionally there will be a screening programme at selected universities for Step Brothers and Pineapple Express.
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