In 2009, Europe was witness to an incredibly ingenious marketing act. Disney, to promote their 2009 release Up in Europe, teamed up with a popular balloon marketing company to make a genuine balloon with an undercarriage that looks exactly like the home in the movie . The whole construction of the balloon itself can be dealt with as an engineering genius, and it took over six months to complete ! The biggest surprise was the one Disney had planned for their London promos- they flew the balloon right under the Tower Bridge! The act was much discussed and reported in international media.
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