PVR INOX Restricted, a cinema chain, joined forces with Goibibo, a journey model, to craft a marketing campaign in the course of the launch of Vettaiyan. The marketing campaign tapped into the feelings surrounding Rajnikanth, crafting video games and actions that celebrated his larger-than-life presence whereas showcasing Goibibo’s choices. Removed from conventional promoting, this initiative reworked cinemas into hubs of exercise, fascinating audiences with reside contests, interactive trivia, and unique rewards that blurred the traces between leisure and branding.
The marketing campaign captured the eye of greater than 1 lac moviegoers throughout 2 cinemas in Chennai, making a buzz that spilled from the theatres into the digital house. By integrating reside contests, partaking trivia classes, and unique giveaways, it turned a routine film outing into an occasion for audiences.
Cinemas grew to become phases for Goibibo’s gamification. As followers settled in for his or her Rajnikanth spectacle, trivia lit up the display screen with quirky questions like, “Rajnikant sir’s priceless strikes, what’s identified for offering value-for-money expertise?” linking his charisma to Goibibo’s journey choices and interesting 10% of the shoppers current contained in the theatre. A complete of 84 followers walked away with presents, popcorn, and different rewards from PVR INOX and GoIbibo. The cinema lobbies, too, grew to become extensions of this vitality. The ambiance was buzzing with anticipation as moviegoers competed for rewards..
Gautam Dutta, CEO of PVR INOX, mirrored on the success, “Cinema is the final word platform for manufacturers to make an unforgettable impression. It’s the place leisure and promoting collide, providing an immersive expertise that no different medium can match. Partnering with Goibibo has allowed us to take this to new heights—remodeling a easy film outing right into a dynamic model expertise. This marketing campaign isn’t nearly reaching audiences; it’s about driving measurable engagement and delivering real-time outcomes. We’re setting a brand new customary for in-cinema promoting with ‘Sport on Screens’, proving that cinema can ship outcomes far past conventional promoting codecs via exact focusing on and uninterrupted engagement.”
Raj Rishi Singh, chief advertising officer, Goibibo, mentioned, “At Goibibo, we’re all the time exploring revolutionary methods to attach with our viewers and ship memorable model experiences. This marketing campaign whereas capturing the unrivaled vitality of a Rajnikanth and Bachchan launch, additionally brings Goibibo’s value-driven journey choices to life in a method that resonates deeply with moviegoers. By harnessing the facility of gamification, we’ve reworked conventional promoting into an immersive, partaking expertise and are thrilled with the constructive response and engagement we’ve got obtained. This reinforces our perception within the potential of this mannequin to create deeper, extra significant connections with our clients, and we stay up for unlocking its prospects additional.”
The marketing campaign additionally made waves on-line, with followers sharing their experiences on social media and collaborating with celeb influencers resembling Rakshan_VJ and famend anchor Diya Menon additional multiplying the attain of each manufacturers. By integrating gamification with conventional promoting, the Vettaiyan marketing campaign has set a precedent for experiential advertising in cinemas.
Following the success of the gamification marketing campaign with Goibibo, different manufacturers are actively approaching board to collaborate with PVR INOX and leverage this ‘Sport-On-Screens’ mannequin for promoting. This momentum is ready to proceed, with extra such occasions deliberate throughout cinemas in South India in the course of the theatrical run of Pushpa 2.
Written with the View : afaqs