BIEBER FEVER on the Big Screen
Elizabeth Arden, in conjunction with Cinemark, launched Justin Bieber The Key Perfume cinema campaign recently, driving Bieber Fever throughout the nation.
With activations at select cinemas across the country for the opening of the film, Hunger Games, the cinema campaign was targeted at young females.
“We recommended cinema as the lead channel for the launch of the new Justin Bieber Fragrance, The Key, due to the high propensity of the youth target market to consume this media channel,” explains Jamie Norgarb.
“The target audience, females aged between 12 and 24, could be effectively reached through selected movie releases and the cinema foyer space allowed for activation and trial of the fragrance, to amplify the on screen and social media activity.”
Cinemark and Elizabeth Arden strategically planned the launch of the cinema campaign around the opening weekend of the highly anticipated launch of the Hunger Games. Norgarb says the title delivered the core audience over a short period of time, aligned with the on-counter and media launch, creating immediate excitement and demand.
Driving sales for the fragrance before Christmas, the cinema campaign shows that stars are made on the big screen.