Blinkbox hijacks Norwich Christmas lights switch on with Alan Partridge lights and lasers display
Movie and TV streaming service Blinkbox has marked the release of Alan Partridge: Alpha Papa on the service by ‘highjacking’ the Norwich Christmas lights switch on ceremony with a huge laser-filled display dedicated to the man himself.
Hot on the heels of its ‘teleportation’ stunt to promote Star Trek: Into Darkness and the Game of Thrones dragon skull. Blinkbox and PR agency Taylor Herring worked with Norwich City council and the movie’s producers to surprise visitors at the city’s traditional lights switch on.
The giant illuminated version of Partridge beamed into light singing along to Cuddly Toy by Roachford – the 80s anthem the star mimes along to in the film.
Of the brand's recent promotional activity including the Partridge display, Kate Simon, group marketing director for Blinkbox, said: “We have worked hard to develop relationships with the studios in order to push the boundaries of what we can do. It’s a very collaborative approach.
“Such activity isn’t always about driving sales immediately; it’s about creating more and more touch points with us as a service. Everything we do, every piece of content we make or experience we create, is a new way for a customer or potential customer to lean forward and engage with our service; plus the data generated directly informs our performance marketing activity and, ultimately, helps drive value.
“Content marketing is now a critical part of the marketing mix as those touch points don’t go away – they become part of the fabric of our relationship with customers.”
Blinkbox appointed Taylor Herring at the start of the year to bolster its ‘story engine’ approach to marketing and since then has pulled off a number of PR activities including tactical content generation activity, including setting up the Gosline – an SOS number for fans devastated at the news Ryan Gosling was to take a break from acting.
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