Hutchinson 3 Mobile is on a roll with the new #Danceponydance creative currently playing in cinemas across the UK. The campaign has been created by Wieden + Kennedy, London and was booked by Mindshare.
Digital Cinema Media (DCM) has pioneered the world’s first ever sound activated cinema advertising spot in collaboration with Unilever as part of an experiential marketing campaign to launch the latest addition to the Lynx Shower Gel range.
Cinema audiences have been handed the power to control what they see on the Big Screen before new Batman movie, The Dark Knight Rises by voting with their voices for the outcome of the advert for Lynx Sportblast 2 in 1 Showergel & Shampoo. Targeting a young, active male audience and harnessing the Lynx effect to get guys ahead in the mating game, the creative from BBH features five very different, yet challenging “Lynx Mynxes” – Brainy Girl, Flirty Girl, Party Girl, High Maintenance Girl and Sporty Girl. The interactive ad runs for two weeks before The Dark Knight Rises and starts with a 30” clip on how to “keep up” with a brainy girlfriend. Four 5” previews of the other girls are subsequently teased, demonstrating how guys should keep up with each of the girls. The Batman fans are next invited to choose whichever Lynx Girl they find the “most demanding” and cheer for their favourite. The girl receiving the loudest response is then revealed to the audience as her advertisement is played in full.
London, 19 July 2012: From 28 September, Digital Cinema Media (DCM), the UK market leader in cinema advertising, will be able to offer advertising scheduling by the day instead of by the week.
This is the date when DCM will completely switch its advertising distribution, campaign delivery and scheduling to digital, offering cinema advertisers, who spent £169 million in 2011 (Source: Nielsen NMR), greater flexibility and improved speed of response.
The change-over will see DCM cutting scheduling from by screen by week to by showing. The copy deadline also comes down from the present three weeks to just a single week.
DCM will now be able to start a campaign on any day of the week, handle multiple copy executions, change copy and even rotate copy during a campaign.
Source Code starring Jake Gyllenhaal has, in its opening weekend, helped an cinema ad for Ford Focus gain one million impacts, according to unofficial figures from Digital Cinema Media.
The first weekend of ‘Toy Story 3‘ helped a 3D ad from Mazda deliver 2.3 million impacts last weekend, according to estimated figures from Digital Cinema Media. The “New Series” spot promotes the latest Mazda CX 7. It was created by JWT with media planned and bought by Mindshare.
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