Surfing up a treat
Brand activation specialists Cinevation recently created an added value offering for youngsters who opted to watch the animated movie Surfs Up at Nu Metro cinemas. The brief called for a promotion to entice young movie goers to Nu Metro and Cinevation responded with a custom-made cone that was filled to the brim with licensed Surfs Up goodies.
“We got the idea from something we saw in France and we believed that the concept would work exceptionally well for Nu Metro Theatres,” says Cinevation director Marisa Torrani. “The cone became a welcome addition to Nu Metro's already popular ‘Groovy Movie' package for kids, which includes a movie ticket, coke, popcorn and box of Smarties. The promotion ran in Nu Metro Theatres nationwide during the November and December peak viewing period.
“The entire look and feel of the cones, measuring 590 mm x 471 mm, had to complement the existing promotional gear already in place at theatres nationwide,” explains Torrani. “All graphics, fonts and visuals used on the cone had to be approved by Sony International before we got the green light.”
Over 20 000 cones containing chocolates, licensed puzzles, tattoos, stickers and other Surf's Up memorabilia were handed out to kids attending the movie. “They were an enormous hit,” adds Torrani.
