In anticipation of the August 19 release of Nine Lives in cinemas and in order to encourage consumer engagement; Posterscope, Exterion Media and MKTG executed a consumer experience that included a competition to win Nine Lives soft-toys, further promoting the film release.
Michael Scammell, Deputy Head of Marketing, Lionsgate UK told us “The Pokémon Go craze has continued to grow and grow, so with this partnership we wanted to stretch the boundaries to explore what this could mean for our OOH and tactical experiential activity promoting our upcoming release of Nine Lives.
“Combining the popular Pokémon game and the charming “Mr Fuzzypants” from Nine Lives provided a stand-out interactive experience for our consumers that allowed us to engage with them on a different level.”
The activation took place in a Pokémon Go hot-spot and Pokémon hunters arrived in multitudes, looking for their latest catch, at Exterion Media’s premium Four Dials OOH Screen at Westfield Stratford.
Nine Lives branded Mr. Fuzzypants soft toys, movie popcorn and eye-catching OOH creative – as well as brand ambassadors welcomed visitors.
If and when visitors caught their Pokémon, consumers could enter the competition by capturing a photo of their Pokémon with the OOH creative in the background and uploading their photo to Twitter with the hashtag #GOTTACATCHTHECAT.
Jason Cotterrell, Managing Director of Exterion Media UK said “It’s fantastic to see Lionsgate linking our premium large-format screen at Westfield Stratford to the experiential space underneath – shoppers in an active mind-set weren’t able to miss this brilliant campaign, and they also had the opportunity to catch a Pokémon too!”
The ‘happening’ took place on Saturday July, 23 and just over 3,000 people participated in the experiential OOH activity over the course of the day with 100 of those entering the actual competition.
The determination to catch Pokémon was high, with some participants spending up to half an hour battling Pokémon in the square to win the prize!
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