Clients | Zulu Alpha Kilo x Cineplex #WeatherOrNot
We recently had the pleasure of working on a consumer brand activation campaign with Zulu Alpha Kilo and love the end product! Read on to find out more!
This post originally appeared on Marketing Mag's website on July 26, 2016.
Cineplex Entertainment has thrown in the towel in its efforts to attract more patrons.The theatre chain has launched a marketing campaign positioning it as a reliable fall back option for when adverse weather interferes with Canadians’ summer plans.
Developed in association with Toronto agency Zulu Alpha Kilo, the “Weather or Not” campaign was built around a series of what the company called “surprise and delight” initiatives that underscored the suitability of a movie regardless of the weather.
“When we did research into our guests’ entertainment habits, it was something that kept coming up in the conversation,” said Cineplex’s vice-president of marketing Peter Furnish of the creative strategy. “When the weather is bad they don’t re-consider, or sometimes when it’s too hot they don’t know what to do.”
Pat Marshall, vice-president of communications and investor relations for Cineplex, said there was “absolutely” a correlation between movie attendance and extreme weather, with attendance spiking when it is both excessively hot and cold.
The first execution in the “Weather or Not” campaign saw the 162-theatre chain distribute more than 1,000 beach towels that were a replica of a Cineplex ticket at popular beaches and pools in Wasaga Beach, Ont., Montreal, Vancouver and Halifax. Each towel was redeemable for a free movie ticket (though patrons did get to keep the towel).
“We had people coming in who had sunburns and wanted to get out of the sun, and some people in Montreal [where the weather was cooler] who were happy to change their plans and come into the theatre,” said Furnish.
According to an Angus Reid survey commissioned by Cineplex as part of the PR outreach for the campaign, 42% of Canadians cancel their plans if a summer activity is impacted by the weather, with 30% indicating they don’t have a back-up plan.
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