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
- 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