Free Cinema Ticket Promotion
(Single load/single use)
Brief
To create a promotional mechanic to reward purchasers of Kellogg’s products and tie in with the brand’s partnership of the movie ‘Shrek the third’.
Objectives
Simple, cost effective and easy to communicate with a redemption mechanic which works in the UK and Eire.
Delivery
Using our Hollywood Movie Money MasterCard and paper tickets, we were able to deliver a mechanic which enabled consumers to collect tokens from cereal packs to exchange for a free child’s cinema ticket. 90% of customers had less than 25 minutes to travel to their nearest participating cinema, and we offered 24/7 phone and web support for any customer queries.
Results
The promotion ran on 18 million packs across the UK and Eire. We were able to track who used the ticket and where. Two thirds of consumers applied for their tickets online and redemptions were in line with forecast, showing a good take up whilst remaining in budget.
