Within the technology, we reconstructed a scene from the movie where the protagonists are hiding in a storm drain as a massive tornado passes over, tearing everything in its path to shreds. Through the audio-visual headset, participants were placed in the protagonist's seat while objects flew by, vehicles crashed and other virtual victims screamed and held on for dear life. High-power fans and vibrating seats were choreographed to match varying levels of intensity during the experience. Meanwhile, cameras mounted in the booth captured every moment and allowed for instant sharing by onlookers and fans caught in the storm.

The campaign was launched at San Diego Comic-Con where thousands of fans, celebs and press were given the opportunity to be thrust #IntoTheStorm. Twitter, Instagram and Vine were all leveraged by participants to share the message, while the outside of the booth featured the hashtag for passersby to share and visit the action. This campaign launched at Comic-Con San Diego and traveled to multiple locations around the world, generating over 7M social media impressions, in addition to dozens of top press outlet coverage and contributing to the film’s $17M US opening weekend box office.