Disney’s Percy Jackson season 2 makes splash with 4D billboard activation

The Walt Disney Company has successfully translated the mythological, water-bending world of Percy Jackson and the Olympians into a real-world spectacle with a groundbreaking 4D OOH billboard that instantly went viral. Executed by NVE Experience Agency, the campaign for Season 2 uses synchronized digital and physical effects to create an unforgettable, immersive street-level experience. 

The key innovation is the use of the fourth dimension—real-world sensory effects—integrated seamlessly with the digital creative. The billboard, which features the show’s key art and title, is engineered to literally splash water in a waterfall-like effect that is perfectly synced with the visuals playing on the digital display. This tactile element mimics the watery powers often demonstrated by the show’s titular hero, transforming the static urban environment into a dynamic manifestation of the series’ theme. This level of creative execution is extremely rare in the OOH space, and the immediate, sensory impact ensured its virality within the first 24 hours of launch. The campaign’s success lies in its ability to deliver an authentic, high-quality, and highly shareable moment that validates the excitement around the new season. 

NVE Experience Agency is credited with masterfully executing this complex blend of media technology, ensuring the water effect is not just a gimmick but a powerful extension of the series’ narrative. By making a literal “splash,” the campaign not only drove immense brand visibility but also demonstrated the potent capability of OOH to deliver experiential marketing that rivals the engagement of digital platforms.