Cars 3 Campaign Spans DOOH, Retail and Public Spaces

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Disney commissioned Cineplex Digital Media to create a one-of-a-kind digital out-of-home (DOOH) experience on an interactive network within Canada to change behavior along the path of purchase to the point of purchase. Disney was looking to create an engaging, retail-driving experience to promote an exclusive line-up of toys manufactured by Thinkway.

Nominating Company: Cineplex Digital Media, London, Ontario
Venue: Cars 3, Digital Experiential Campaign, Markham, Ontario
Project: Cars 3, Digital Experiential Campaign
Category: Public Spaces

BACKGROUND
Disney was looking for a partner to create a one-of-a-kind DOOH experience on an interactive network to change behavior along the path of purchase to the point of purchase. They were looking to create an engaging, retail driving experience to promote a new and exclusive line-up of Cars 3 toys manufactured by Thinkway Toys.

CHALLENGES
Cineplex Digital Media understood that Cars 3 had enough awareness and buzz in the media, given it’s highly anticipated release, and the company wanted to create a digital experiential campaign that allowed shopping center goers to dive deeper with the brand to create a unique experience that supported a drive to retail.

cineplexdigitalmedia_apexawards_casestudy_disneypixarcars3_3SOLUTIONS
By leveraging Cineplex’s omnichannel digital network, Cinepelx Digital Media was able to deliver unique experiences to consumers, immersing them in the Cars 3 universe and the storyline of the film. The company has extended these interactive experiences to retail to drive purchases of select current and “soon-to-be” favorite characters available through RC toys, created by Disney and Thinkway Toys.

An interactive program was developed, using the Ivanhoé Cambridge network and Cineplex Theatre Interactive Media displays. Users were encouraged to play games and received coupons to purchase their favorite Thinkway Cars 3 characters in Toys “R” Us stores and online.

RESULTS
The campaign resulted in more than 500,000 brand impressions, 20,000 games played and 3,000 coupons distributed.

Cars 3, Digital Experiential Campaign won a 2018 APEX Award in the Public Spaces category.

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