Manchester content marketing agency Brazen has signed Keith Lemon as official brand ambassador for its client Showcase Cinemas.
The partnership comes on the back of the success of Showcase’s 30th anniversary campaign last year, which featured Lemon. The character, played by comedian Leigh Francis, will now make the leap from TV screen to silver screen in a series of productions which will live both above and below the line.
Brazen director Sasha Marks said: “Influencer marketing has seen phenomenal growth since its inception; unsurprising given it’s is now the fastest growing online customer-acquisition method.
“But with every growing trend comes increased scrutiny. In a world where anyone has the power to influence, it’s never been more important for brands to consider authentic partnerships that run deeper than just an Instagram post with #ad.
“When recommending strategic partnerships for clients we use Brazen’s in-house influencer matching tool, the Brazen Ranking Index which starts, first, by looking for genuine fans of the brand.
“And that’s just what we found in Keith Lemon, who, is not only a die-hard film buff, but a huge fan of Showcase cinemas, having grown up visiting its Leeds site. And then consider how well liked and engaged that influencer might be with the brand’s audience.
“We’re confident the partnership will add real value and further bolster the impressive growth Showcase has seen over the last year.”
An in-cinema advertisement featuring Lemon premiered on Friday August 30th at all Showcase Cinemas across the UK. The advert sees Keith appear on screen as two of his favourite action heroes – Rocky Balboa and John Rambo.
The creative concept was the brainchild of Navel Gazing – the writing team behind many of Lemon’s shows – and directed by Dan Thompson.
Next will be the Don’t Be a Lemon cinema etiquette guide.
Mark Barlow, UK General Manager for Showcase Cinemas, said: “We are delighted to have Keith on board as our official brand ambassador.
“Keith really resonates with our customers, demonstrated by the success of our 30th birthday campaign last year, so it made absolute sense to get him on board for a bigger partnership.
“We already knew Keith was a real fan of the Showcase brand and a genuine film buff, both of which were really important to us because Showcase is all about authenticity and that real cinema experience. We love film and we absolutely want our brand ambassador to love it too.”
Showcase has also become official sponsors of Keith & Paddy’s Moviefest – Keith Lemon and Paddy McGuinness’s homage to the best movies from the 80s.
MovieFest will see a screening of the classic movie Dirty Dancing on 30th and 31st August at Tatton Park, Cheshire. Brazen has handled all UK PR for Showcase Cinemas, owned by National Amusements Inc. for the last two years.
