Up is about an ex-balloon salesman, Carl, who achieves his life ambition of travelling to South America by attaching balloons to his house. As well as a great adventure it’s a film with a lot of heart with strong themes of family and friendship.
In order to attract more people to Cineworld for the film, we decided to bring these themes to life by providing the audience with the opportunity to take off on their own adventure. We created an online promotion where players collected balloons and added them to their own home by involving friends and family through social media such as Facebook and Twitter. Players could even view their progress on a Google Map application and see their balloon collection grow.
By building in a strong viral element we were able to maximise the limited media spend: delivering over £1.2m incremental box office sales, over 14,000 entries and 1.3m balloons collected.
Brought to you by
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Suzanne Marriott
Senior Account Manager
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James Wilsher
Creative Head
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Stuart Curran
Head of User Experience