Primesight and Sky’s Now TV have joined forces to launch a new interactive digital campaign in cinemas across the UK.
BackInYourBox is a touch-enabled campaign that has been created to encourage families to engage with Now TV, and features a touch screen game based on the arcade hit ‘Whac-A-Mole’.
Created by WCRS and facilitated by Mediacom and Rapport, Primesight’s digital 6 sheets will appear in the top ten most popular cinemas in the UK, alongside 304 cinemas nationwide.
Now TV, Sky’s internet TV service, launched in 2012 and gives users access to a range of content from Sky without a contract. It is available across a number of connected devices including the Now TV box, mobiles, tablets, desktop, Xbox One and PlayStation 4.
Commenting on the campaign, Now TV’s brand marketing controller, Jana Wheeler, said: “We were excited by the interactive element in the OOH package Mediacom recommended to us.
“WCRS have taken full advantage of the technology and the outcome is a fun and engaging game that encourages interaction with the range of fantastic family movies available on NOW TV this summer.”
Josh Brooks, media manager, Mediacom, added: “Primesight’s portfolio fits Now TV’s communications strategy perfectly.
“The digital takeover within ten of the country’s most visited cinemas adding to the core paper and paste element of the campaign allows the brand to stand out and engage with families as they enjoy a trip out together.”
The BackInYourBox campaign will run each weekend throughout August.
