Brown Betty won a pitch in July to work with Warner Bros Games on the new Lego Dimensions video game. The game is set across a number of classic movies, described by WIRED as "one serious ludicrous brand mash-up", and is released across the world this week.
On Tuesday thsi week, the agency hired four privately-owned classic cars for the UK launch - the Ecto-1 from Ghostbusters, the Batmobile, the Back To The Future DeLorean and a Jurassic Park Jeep. They were then kitted out with Lego Dimensions branding - and their owners drove them between various media firms across the UK capital.
The stunt attracted the attention of journalists, people on the street and, eventually, the Police.
Some Twitter users were left confused at what the convoy was doing on the streets of London – but most, including M&C Saatchi PR, were excited by the vehicles' appearance, leaving one Vice editor decidedly jealous.
Ok so I just saw the Ghostbusters car drive past, followed by a Jurassic Park jeep, a DeLorean and the Batmobile! What is going on today?!— Ruth Megabich (@megabichi) September 29, 2015
No idea why but there are a bunch of cars from films outside the office - like Ecto-1 pic.twitter.com/bg9mrvhq3H— Stefan (@stefanatical) September 29, 2015
The Batmobile is in Golden Square. We repeat, the Batmobile is in Golden Square. pic.twitter.com/qJ2XQjDEEF— M&C Saatchi PR (@mcsaatchipr) September 29, 2015
If someone could ensure the Lego Dimensions Ecto-1 shows up at VICE this afternoon I would owe them all the favours OK thanks.— Mike Diver (@MikeDiver) September 29, 2015
One Daily Mail journalist reported on Twitter that the Batmobile was being towed away - although a spokesman for Brown Betty confirmed that the car was in fact being put back onto the truck that had taken it to London, explaining that its poor fuel efficiency meant it was not economical to drive it all the way from the driver's home.
Oh nothing, just the Batmobile being towed away... pic.twitter.com/abYObwJt6N— Peter Campbell (@Petercampbell1) September 29, 2015
The Metropolitan Police's Special Constabulary chided the DeLorean driver on Twitter for his use of a mobile phone at the wheel, which was later reported in the Evening Standard, with the story mentioning the computer game.
Brown Betty's spokesman said he could not comment on the driver's fate, although the newspaper reported that he was not believed to have been arrested – but said such a case could result in a fine or a driving ban if it went to court.