In 2009, Europe was witness to an incredibly ingenious marketing act. Disney, to promote their 2009 release Up in Europe, worked together with a well-known balloon marketing company to make a real balloon with an undercarriage that looks exactly like the home in the movie . The whole building of the balloon itself can be dealt with as an engineering genius, and it took over 6 months to finish! The greatest surprise was the one Disney had prepared for their London promos- they flew the balloon right under the Tower Bridge! The act was much talked about and reported in international media.
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