The Rise Of Experiential In Cinemas

Mike Hope-Milne, enterprise director at Pearl & Dean, discusses how experiential advertising in cinemas can be a valuable tool in promoting brands…

It can hardly have escaped notice that one of the biggest trends impacting advertising is that communication can no longer be a strictly one-way affair. The proliferation of digital marketing, rise of the web, increased targeting and death of ‘mass’ media have all meant that marketing communications are becoming much more effective and targeted, but also that consumers have increasing numbers of ways to interact with brands. Whether it be through websites, blogs, live events or other methods, brands are now fully aware that to really get consumers on board, they need to be interactive and brought to life in some way.

This is has not escaped the notice of those of us in cinema advertising. Rather than solely airing an ad in the reel before film releases, brands are now increasingly making full use of the cinema space to engage with moviegoers. After all, Cinema Advertising Association research has shown that not only are consumers in a relaxed and receptive frame of mind when going to the cinema, they also see advertising as an integral part of the experience. Indeed, the FAME study has discovered that over a third think that cinema would be worse without the advertising (see New Research Showcases Cinema Ad Effectiveness). In this highly sympathetic marketing environment, products which stand out by doing something a little different can reap the rewards.

The experiential element is now extending through to the screen advertising itself. We have just launched a new initiative called ‘Cinescent’. The brainchild of a German company, Cinescent releases scented air into auditoria, timed to coincide with advertising on screen. Trial campaigns have included a commercial for Nivea, where the auditorium was filled with the scent of suncream, accompanied by the sights and sounds of a summer beach scene on screen. Indeed, consumer trials have shown the scented ads to be over five times more effective than traditional advertising.

Brands can make use of the foyer for sampling and complimentary promotional activity such as plasma screens, posters, floor graphics and mirror stickers. Pearl & Dean has recently added “Vuetooth” into the mix, where advertisers can interact with the consumer through their mobile phone, delivered via bluetooth technology in Vue foyers. The branded experience can be built on further with other innovations, which have recently included demonstration zones for mobile handsets, motion-activated sound boxes in corridors, art exhibitions and holographics. The medium is certainly not resting on its laurels, but constantly seeking out new innovations which can be used to enhance the impact the big screen can provide.

If the explosion of digital channels and social networking sites has taught us anything, it’s that the modern consumer has come to both expect and demand interaction from their brands. Advertising in this modern climate can no longer be about simply showing a target audience a product – for real effectiveness they need to experience it too. Cinema is one of the few media with a built-in, real-world access point for audiences where this interaction can take place. This means that advertisers can use as much, or as little, of the cinema foyer and screen space as they like. When associated cinema chain and affiliated websites are factored into the equation, cinema advertising becomes an incredibly attractive proposition for brands looking for a rounded, multichannel brand experience to connect with consumers.

Pearl & Dean: www.pearlanddean.com