The frozen food brand’s ads encourage movie fans to engage with the touchscreens to enter a poster caption competition.
The interactive screens, created following a partnership between Digital Cinema Media (DCM) and outdoor media company Primesight, also have embedded WiFi, Near Field Communication (NFC) and QR codes.
Ads have started rolling out in London’s West End cinemas this week and in selected cinemas across the south and midlands. The campaign will be running across 100 sites by the end of August.
The move follows Lynx effort to break the cinema ad mould with a sound activated campaign launched earlier this month. http://www.marketingweek.co.uk/news/lynx-debuts-first-sound-activated-cinema-ad/4002840.article
The ad units are being installed in high traffic cinema foyers. They are predicted to deliver a monthly footfall of 2.5 million by the end of the summer when the installation is complete.