July 24, 2015

Cineworld

We were asked to support the release of Disney/Pixar’s ‘UP’ movie in Cineworld. We replicated the adventure in the movie by incentivising visitors to participate in our on-line game and collect balloons and attach them to their Google Maps house, users had to invite friends and family through social networks and the player with the most balloons wins.

– BD pitched Cineworld with an idea for a unique campaign where customers could attach virtual balloons to their own houses in keeping with the story of the film.
– A viral mechanic was built in by allowing customers to easily share a unique URL for their house to get their friends and family to blow up balloons for them. Each friend was in turn invited to enter the competition with some free virtual balloons to get them started.
– The competition received 11,000+ entrant over 6 weeks and 1 million virtual balloons were inflated above houses in the UK.
– The competition was popular with all ages, especially with Cineworld target market of family users as well as among regular social web audiences.

Brief
Cineworld wanted to create an engaging online competition to promote the release of the movie ‘Up’.

Strategy
We wanted to be able to drive engagement with the movie by connecting prospective cinemagoers with its central plot. The key character is a balloon sales man who’s dream is to tie balloons to his house and fly to South America.

Execution
The adventure was replicated by incentivizing visitors to participate in our online game and collect balloons and attach them to their house, located on Google Maps. A viral mechanic was built in by allowing customers to easily share a unique URL for their house to get their friends and family to blow up balloons for them. Each friend was in turn invited to enter the competition with some free virtual balloons to get them started. When attaching balloons people could also add their own message – the player with the most balloons wins.

Results
Over 1.3 million balloons were blown up by over 50,000 participants over the campaign.