Stimorol’s cinema campaign, which accompanied the launch of its limited edition chewing gum called ‘Alien Abduction’, produced over R1.8 million in PR value, showing that when it comes to partnering with Cinemark and Ster-Kinekor, it’s easy to take over the world.
The limited edition chewing gum was launched in 2013 and in order to promote ‘Alien Abduction’, the team created a digital alien invaders-styled game designed to engage with consumers and raise awareness.
“Partnering with Cinemark, the company that represents Ster-Kinekor and select independent cinemas, was an appropriate choice for the activation for numerous reasons: there was an obvious thematic link with the alien-themed move ‘The Host’, we knew our target market were found at cinemas and in malls and also because it allowed us to activate nationally in Johannesburg, Cape Town and Durban,” explains Stimorol’s Candice Mullins.
Due to the partnership, Mullins says they were able to drive awareness of the new gum with media and influencers by activating and sharing the stage at the movie’s premier as well as with media and consumers at the three private screening events. They were also able to appeal to the general public with activations on three different weekends.
“Cinema as a platform was an appropriate choice for our campaign due to the national locations, aligned target audiences and the scale. It allowed us to bring the limited edition product to life via the activation element, to sample the product and to screen the ATL creative on screen all in the same environment, thus giving the brand more touch points,” Mullins says.
Stimorol also ran a washroom advertising campaign through TLC Media so their ‘Alien Abduction’ posters were on display in the appropriate washrooms.
Apart from over R1.8 million in PR value, the six-week campaign also achieved an ROI of 18:1 and reached targeted consumers in three cities as well as on social media.
Successfully achieving its campaign objectives, Stimorol and Cinemark showed how targeting an engaged and excited audience who are already at the cinema to be entertained, can dominate.
Watch the campaign video here: