SKYY Vodka has taken its new campaign – Life in the SKYY – to the big screen with Cinemark, showing that when it comes to reaching an audience, it’s either go big or go home.
Used as part of a 360 degree integrated marketing campaign for SKYY Vodka’s latest campaign, Lisa Fraenkel from Full Circle Media says cinema was chosen as one of the above-the-line channels along with television, OOH and print media.
“Cinema was chosen due to its premium nature and the fact that you have a captive audience, which is exposed to your advertising,” she explains. “Cinema provides an environment that is uncluttered and finds the consumer in a relaxed and receptive frame of mind, which is perfect to get your message across.”
The SKYY Vodka’s Life in the SKYY cinema campaign aimed to showcase the glamorous and stylish lifestyle that is associated with the brand. Appealing to an audience who were immersed in the content of the big screen, SKYY Vodka and Cinemark were able to ensure that the brand message was conveyed to viewers who were more attentive than they might be in other mediums.
This type of campaign, used with other media platforms, allowed SKYY Vodka to reach a larger audience and take the Life in the SKYY message to new heights.