Cineworld launches Unlimited Live UK road show

Campaign: Cineworld is launching a road show

Cineworld is launching a UK Unlimited Live road show to promote its unlimited membership scheme, touring major consumer centres in London, Birmingham, Glasgow and Sheffield.

Created by Starcom MediaVest's Liquid Thread division, the campaign will see the arrival of two bespoke industrial containers at each event complete with red carpets and refreshments, in which members of the public can watch clips of the latest films and find out more about the membership scheme from brand ambassadors.

Jack Daniels, experiential business director at Liquid Thread, said: "We're excited to work with Cineworld on its Unlimited Live events, a first for the brand, and a new, exciting experience for film fans nationwide.

"Touring the UK, the road show is a great way to create consumer buzz around Cineworld's Unlimited Card and educate its audience on the brand's offers."

The campaign will also be promoted by geo-targeted SMS and MMS text messages and PPC and YouTube TrueView videos from each location.

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