Now TV rolls out interactive ‘BackInYourBox’ cinema campaign

By Jennifer Faull | Deputy Editor

WCRS

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WCRS article

August 10, 2014 | 2 min read

Now TV has launched a new cinema campaign – ‘BackInYourBox’ – through Primesight’s interactive inventory across Cineworld, Odeon and Vue.

Created by WCRS and facilitated by Mediacom and Rapport, the ‘BackInYourBox’ interactive campaign will roll out across the top ten most popular cinemas in the UK alongside static six sheet panels located in 304 cinemas nationwide.

The creative features a touch screen game based on the arcade hit ‘Whac-A-Mole’.

Jana Wheeler, brand marketing controller at Now TV said the campaign has “taken full advantage of the technology."

“The outcome is a fun and engaging game that encourages interaction with the range of fantastic family movies available on Now TV this summer,” added Wheeler.

Naren Patel, CEO, Primesight added: “We are excited to be working with Now TV, Mediacom and Rapport to create an engaging and impactful campaign that utilises the full potential of our cinema portfolio. The ‘BackInYourBox’ game is a clever way of getting the audiences in cinema foyers interacting with the screens and the Now TV brand. It promises to be a great campaign.”

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The ‘BackInYourBox’ campaign will appear in cinema foyers each weekend throughout August.

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