CINEMA PROMOTION FOR MINI, 2014

BMW (Schweiz) AG / MINI Schweiz

Product experience plus emotion: Paterson Entertainment designed an eight-week marketing campaign around cinemas and put the spotlight on the MINI 5 door throughout Switzerland.

The cinema theme was full on for the launching of the MINI 5 door: Through the cooperation with the blockbuster THE HUNGER GAMES – MOCKINGJAY PART 1, over the course of the eight-week cinema campaign the MINI became a film star in its own right. All the while, the vehicle and the film environment were linked more and more with one another in order to address the joint target group by means of the emotional film topic. A contest where a MINI 5 door could be won for a year made the launch even more attractive.

The new campaign for the MINI 5 door was realised with a great variety of advertising activities in the cinema and in the cinema-related environment. One highlight was the placement of nine MINI 5 DOOR MOCKINGJAYs at different cinema locations throughout Switzerland (all three language regions) as well as the equipping of the cinema kiosks with around 300,000 popcorn bags in the look and feel of THE HUNGER GAMES including an SMS contest. A supportive accompanying communication rounded off the campaign.

This attractive launch sample showed once more that the emotional world of the cinema with its high-quality contacts is optimally suited for making products something to be experienced.