Nothing can compete with the thrill of ‘live’ dinosaurs.

Universal Pictures had big ambitions – to maximise awareness and interest for the film as well as box office sales for opening weekend by becoming the summer’s most talked about blockbuster.

Since the release of the first film audiences have been swept along by numerous protagonists in capes, but there is really no superhero who can compete with the visceral thrill of live dinosaurs. For today's ‘seen it all before’ audiences, we wanted people to experience the Jurassic magic themselves.

So we decided to bring the park to life to create an unforgettable Dinosaur experience. To do that we created a multi-sensory immersion into Jurassic World that was so awe-inspiring, people would experience the thrill of a dinosaur theme park and share that experience with their friends.

Rangers distributed Park Maps. People went face-to-face with the velociraptors to take that all important selfie and to encourage this, tweeted selfies were shown on the huge Motion@Waterloo screens. We created a dinosaur gallery with a guided audio tour, delivered using new technology called Beakle, which delivers accompanying audio for a digital screen or poster through a user’s mobile phone handset.

Static and digital panels enveloped passengers with audio of waterfall sounds, jungle noises and raptor roars; huge motion screens played Jurassic World featurettes that were also made audible using Beakle audio technology; banners, floor stickers and the huge jumbo screens ensured that even if people wanted to, just like in the film, there was no escaping Jurassic World.

In true Theme Park style, there was even a retail unit modeled on those in the film, selling exclusively packaged Jurassic World tickets from ODEON for the upcoming release.

The campaign looked and sounded amazing, generating an overwhelming amount of national PR coverage across all major news outlets reaching more than 13m individuals across all variety of channels.

It was also the best opening box office weekend of the year to date, with £19.26m in ticket revenue - beating Avengers: Age of Ultron at £18.26m.

Jurassic World accounted for 76% of all UK cinema-goers during opening weekend.

Interaction with the Jurassic World experience was record-breaking too. The benchmark for the engagement in this sector is 5%. Our campaign’s paid Twitter activity generated 3,810,955 impressions with an average engagement rate of 70%.

The activity also generated coverage across a broad scope of media including broadcasters Sky & ITV, Smooth Radio and the Evening Standard; as well as multiple online news sites including Guardian, Telegraph, Independent and Yahoo.

It goes to show, we really are a nation of Dinosaur lovers.