Entertainment One is combining experiential with Google’s Bluetooth-enabled Nearby Notifications technology to promote its new film, The BFG, on London’s South Bank.
The Dream Jar Trail builds on the success of similar stunts, such as the Paddington Trail, supported by the capital’s promotional company London & Partners and designed to get tourists and locals exploring the city.
It features 50 six-foot Dream Jars, which feature in the original Roald Dahl story, that have been designed by the likes of the author’s granddaughter Sophie, his long-time illustrator Quentin Blake, The BFG director Steven Spielberg and – oddly – Arsenal Football Club.
Entertainment One enlisted media agency Zenith to add an extra layer of connectivity to the campaign. Google’s Nearby Notifications has been built into the jars, sending a push notification to all Bluetooth-activated Android users that come within 15 metres of an artwork.
This will inform passers-by that they are in the vicinity of a Dream Jar, as well as provide a link through to further digital content about the campaign. Smartphone users of the Apple persuasion have been advised to open Google Maps or Google’s search-integrated Now Cards when in close proximity to a jar.
Zenith is also leading on The BFG’s wider media campaign dubbed 'The Giants Are Here'. This includes a TV promotion with ITV – a series of tongue in cheek ‘breaking news alerts’ produced in partnership with ITN – as well as a social campaign and native online content.
Kezia Williams, head of theatrical distribution at Entertainment One UK, said: “The BFG Dream Jar Trail is a hugely exciting initiative. Not only does it offer the perfect way for us to engage with the audiences ahead of the film’s launch, but it also presents a fantastic opportunity to make use of innovative technology to offer consumers a wealth of digital content.”
Bosco Tench, planning manager at Zenith, added: "In partnership with Google, we used our owned-first planning approach to devise an innovative campaign for Entertainment One that would extend the reach of their experiential activity and encourage engagement with The BFG campaign at all stages of the consumer journey."