Hunter’s #BeatTheThirst Campaign Larger than Life
Hunters, the Real Natural Cider, is the star of a unique Ster-Kinekor cinema campaign that sees both the on-screen and real time activation come together to create the Great Consumer experience.
In partnership with Cinemark, all cinemas screening films with an age restriction of over 18 will experience the integrated activation. Hunter’s promoters will engage with cinema goers as they arrive at their chosen theatre. Cinema goers will be encouraged to find Row H, where Hunter’s Headrests are in position, and take a ‘selfie’. Once they upload their ‘selfie’ to the Hunter’s Facebook site, they will automatically be entered into a draw to win fun and interactive prizes.
“Cinema activations provide a truly refreshing engagement platform, which is what our Hunter’s consumers have come to know and love about our brand,” explains Laura Jean Mardon, Hunter’s Marketing Manager.
“Our consumers are very active in the social media field, so tying in our mobi-site to the activation allows for real time interaction with the brand in a fun and relaxed environment. The combination of real time activation and on-screen advertising ensure consumers receive a seamless integrated brand experience,” she says.
With studies showing that cinema is one of the most effective advertising platforms, due to the fact that viewers are completely engaged and all of their senses are heightened, Cinemark Marketing Manager Yvonne Diogo says that Hunters has gone one step further.
“By incorporating mobile into the cinema campaign, Hunters is able to capitalize on the in-cinema dwell-time before the start of the movie. Cinema goers are quite active on their mobile phones before the start of the movie, specifically on social media. Thus engagement is natural and un-inhibited for the cinema goer,” she explains.
Diogo adds that what Hunters has achieved so effectively is due to the fact that the media landscape continues to challenge advertising to use unconventional ways to engage with their consumers.
Not for sale to persons under the age of 18, Hunters is going large this summer. #BeatTheThirst.
To view the advert please visit https://www.youtube.com/watch?v=839qltDWrrU&feature=youtu.be
For more info on Cinemark visit www.cinemark.co.za or follow them on Twitter on @Cinemarksk.