Intu launches brand immersion campaign for latest animation movie
Shopping centre operator Intu has announced that all 15 of its UK shopping centres will play host to a brand immersion campaign to promote the new Dreamworks animation film Home.
Intu says the move marks the first time that the promotion of a new film has included a group of UK shopping centres for a single, national campaign.
The campaign will embrace ambient media, workshops and experiences aimed at children of different ages, as well as socia media, personal appearances from the film’s leading character and online competitions.
The film will also be promoted through a home page advertising takeover of the intu.co.uk transactional website. In addition, a trailer of the movie will run when any of the 1.8 million registered users log onto the free Wi-fi in any of the Intu centres.
Roger Binks, customer experience director at Intu, said: “With over one million visitors to our centres each day, the film will have major market penetration ahead of its launch in cinemas on 20 March.”
Intu said it expects existing retailers, restaurateurs and leisure operators to benefit from the higher footfall generated by the half-term campaign.
