In 2009, Europe was witness to an extremely innovative marketing act. Disney, to promote their 2009 release Up in Europe, collaborated with a famous balloon marketing company to make a real
balloon with an undercarriage that looks exactly like the house in the movie. The entire construction of the balloon itself can be treated as an engineering genius, and it took over six months to
complete! However, the biggest surprise was the one Disney had planned for their London promotions – they flew the balloon right under the Tower Bridge! The act was much talked about and
reported in international media.