Brilliant PR stunt done by Sky atlantic

Sky Atlantic's PR stunt for their new Tv series "Fortitude". 

Sky Atlantic placed a huge Polar bear into the streets of London  to create excitement and to create a intriguing spectacle for their new tv series Fortitude that is a arctic crime drama.
Sky wanted to creating a talking put for their new drama and wanted people to talk about in on social media.

Just 48 hours before the launch of fortitude the 8 ft long polar bear was released into the streets.
The bear was seen in various locations of London like tube stations, bridges and at tourist spots. The bear was made by Sky Atlantic's special effects team to make it look extremely realistic.
The bear moved by two people inside operating it from the inside  by using hidden cameras to see the two people controlling it worked on war horse and studied the movement of polar bears to make its movement look as real as possible.
The Polar bear gained a huge fan base on social media creating 47 million impressions on Twitter. The first episode of the drama had 700,000 views.

Reference:

http://www.taylorherring.com/case-studies/polarbeartubelondonprstunt/