JD Sports has worked with Goodstuff, Digital Cinema Media (DCM) and Grand Visual to put cinema-goers on the big screen ahead of Gladiator 2 and Wicked.
Part of its Family Portrait festive ad campaign, the foyer activation encourages people to share their meaning of “family.”
“We wanted to push the boundaries of cinema and OOH and invite our customers to feel immersed in the campaign. This activation gives the audience the chance to connect with the story and show us their own forms of ‘Family’,” said Chris Waters, UK & EU Marketing Director at JD.
Sited at Vue Stratford in London and Vue Printworks in Manchester people could go into a photobooth to take a snap with their chosen family. All the images were then scheduled in real-time to appear as part of an end card, that played following JD’s Christmas cinema ad campaign.
As well as appearing on the big screen, the photos also featured on out of home placements around the two cinemas.
“Through collaboration and never before seen tech, this activation elevates the central campaign idea, placing audience members in the heart of the action and giving them the opportunity to celebrate their own Family during the festive season on the big screen,” added Jaz Hogben, Business Director at Goodstuff.
