Cineworld introduces mascot Gus to get movie-lovers gifting tickets on Christmas

Cineworld has embraced a new mascot in Gus as it looks to get consumers buying up its Unlimited Card as a Christmas gift.

Creative shop Douglass/Day delivers the campaign which is to run in 97 UK cinemas and on social media. It looks to underline the three levels of gifting at Cineworld – the Cineworld gift card, the Unlimited card and the Christmas Gift Box for Two. The campaign will run until the advent of the new year.

Working with animation studio Blue Zoo and production studio Nice Biscuits, the agency brings to the fore Gus to share the ‘feel more’ proposition with ardent cinema-goers.

Andrew Day, co-founder at Douglass/Day, said: “For this campaign, Cineworld has moved beyond the tried-and-tested promotional marketing approach, to go for something more creatively ambitious in brand storytelling.

“Gus has evolved in front of the silver screen, he’s utterly beguiled and enchanted by the cinema. We’re all there to be entertained and enthralled by the magic of the big screen, and a cinema’s own advertising shouldn’t get in the way of that. In fact, it should be a part of it.”

The campaign features a voiceover from Cerys Matthews.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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