A real-life Batmobile, The Delorean from Back to the Future, a brightly coloured Jurassic Park car and fully equipped Ghostbusters mobile travelled around London throughout the day.
The Ghostbusters theme song could be heard from central London offices, prompting workers to walk out onto the street to witness the stunt. The convoy drove along the Thames, stopping off around locations including Embankment, as well as Golden Square in Soho.
Fans and passers-by were invited to take photographs of the cars, and a lucky few, including journalists and gaming industry professionals, were invited to hop inside for a ride.
Warner Bros also teamed up with Hamley's to create an in-store Lego Dimensions installation, which features a yellow brick road and life-sized Lego characters.
Lego Dimensions is described as an experience where the video game, which is available on Xbox and Playstation, and real-world Lego figurines come together.
Lego spoke to Event earlier in the year regarding its changing experiential strategy over the years. Read up on it here.