What's lurking in [cinema] tunnels?

With Froozel mascot The Gobbler having been established as the symbol for Froozels through television and print advertising, Popcorn extended the character through interactive talking caves in cinema tunnels.

"To spark intrigue in young imaginations, the gremlin is never seen except for a pair of eyes hidden in the cave," explains Karen Bailey, director of Cinevation, the company responsible for Popcorn Sales and Marketing.

"A concealed custom-built, battery-operated sensor activation is triggered by passers-by. An audio clip, from the topline commercial is played, entertaining the children with fun facts about Froozels."

The campaign has been following blockbuster children's films - Hoodwinked, How To Eat Fried Worms, Monster House and Garfield 2, since August 2006. Inside the cinema, a commercial for Froozels is flighted exclusively on Popcorn screens, reinforcing the brand message. Upon exiting the movie theatre, samples of the bite-sized fruit snack are handed out to young patrons to ensure the final sense - taste - is engaged and Froozels remains top-of-mind.

"This was part of an all integrated campaign," says Monique Burger, brand manager at National Brands Limited. "Popcorn saw the opportunity of elevating the established character of the Gobbler in a connective strategy that optimised Froozel's television exposure. The interactive element of the cinema tunnel caves and sampling transformed young spectators into active brand participants."

"The campaign is running in cinema complexes nationwide," concludes Bailey. "With the brand message and character re-enforced at least three times in a captive environment, the target audience will have higher recall when shopping with mum."