Cineplex Cinemas: Mobile promotion, social content

Cineplex had high expectations--a summer promotion that had the legs to potentially live for many years. So I helped deliver on those expectations, with a simple but engaging mobile contest that encouraged customers to come back again and again. Supported with tons of POS and social content, the gist is this: 
    - players peeled tabs on their concessions to reveal the amount of virtual popcorn kernels they've earned
    - they enter the code on their mobile to claim their kernels and pop them with their finger in a skill-testing game 
    - some kernels popped into instant prizes, other turned to gold
    - they collected virtual gold kernels all summer, aiming for rewarding milestones on the way
    - the game was socially-integrated throughout, with many opportunities to share
    - the promotion culminated in the Grand Pop, in which players could finally pop their collected gold kernels to see if they won a grand prize

ICE Awards merit winner