Pearl & Dean
1 | 2 | 3 | 4 | 5
The Sorcerer's Apprentice
Release date: Out Now
Est. admissions: 1,530,000
Main audience: BlockBuster
The Sorcerer's Apprentice
Release date: Out Now
Est. admissions: 1,530,000
Main audience: BlockBuster
close

Oreo


Planning Agency: Carat (Newcastle)
Campaign Dates: 1 April 2009
Target Market: Parents & Kids 4-14
Objectives: Oreo wanted to create 'family moments of togetherness' & bring the 'twist, lick dunk' ritual to life. Therefore the spine of the activity was sponsoring all Family previews (or advance screenings as they can be known). Once this spine of the activity was established, we then created a plan to bring the rest of the activity together through experiential, foyer & online activity.
Results: The family advance screenings were usually screened the weekend before the standard Friday releases. As soon as the releases were announced, Vue promoted the Advance screenings through online & in foyer & emails to the Vue database.

At the Advance Screenings, we played a solus Oreo ad reel.

Throughout the activity we also ran a competition to win a family trip to Universal Studios, Florida. We created giant "aunt sally" style standees placed in 50 Vue cinemas, then asked the public to take photos, then text them to a website gallery, created by P&D, where users could view their photo, print it or share with friends. We also sampled fridge magnets in shape of photo frames, so once they print their photo, they could place it in the fried magnet to go on their fridge.


Oreo