Bluetooth Keeps Film Lovers In The Picture
To create a buzz about the UK’s first-ever Showcase Cinema de Lux, which opened in Derby’s Westfield Centre, we devised a 12 week multi-platform campaign, encompassing SMS and Bluetooth; on-page, on-line and outdoor advertising, all supported by a proactive PR campaign.
Four Bluetooth pods were installed at the shopping centre; three pods broadcast generic messages about the launch, whilst the fourth broadcast trailers of upcoming film releases. Then competitions were run with RAM FM and the Derby Evening Telegraph, as well as through SMS messaging and we sourced everything for the launch, from the MC to the goody bags!
Over the course of the campaign, 870 people subscribed to SMS updates and there were 7,605 successful downloads, of which 2,046 were for the video message. Press coverage was secured in all the local media, including newspapers, TV, radio and magazines.
“Bluetooth can transmit rich messages such as video so it was the perfect way to promote the launch of the new Showcase Cinema de Lux and engage with its customers. We were extremely pleased with the result of the campaign,” commented Media Account Manager, Ed Bowler.
