Channel 4 has unveiled its own ‘Brexit Bus’ this morning ahead of tonight’s airing of Brexit: The Uncivil War, a new drama starring Benedict Cumberbatch.

Styled to mimic the infamous Vote Leave campaign coach – the vehicle bears a new slogan – ‘Take back the remote control’. The campaign was designed and executed by creative agency Taylor Herring.

The promotional bus was unveiled in Westminster as part of a tour that takes in London, Manchester, Leeds, Birmingham, Nottingham, Leicester and Bristol.

To mark the launch of the new film, the broadcaster also commissioned an exclusive study into the national conversation about Brexit, and obtained data from Twitter revealing just how much it has dominated our thoughts since the referendum.

Research reveals that Brits can’t avoid Brexit, as we have over 92 million conversations about it every 24 hours, while the term ‘Brexit’ is heard more than 507 million times a day in the UK.

New figures from Twitter show there have been 180 million tweets globally mentioning Brexit since the beginning of January 2016 – but only two thirds of those have come from the UK.

Channel 4’s new film stars Benedict Cumberbatch as Leave campaign director Dominic Cummings, telling the new story of how the campaign ran behind the scenes.

Brexit: The Uncivil War airs on Channel 4 tonight, Monday 7^th January, 9pm

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Secret Cinema will create an experience centred around James Bond – one of the most successful British film franchises ever. For the very first time, Secret Cinema will present the critically-acclaimed film Casino Royale (2006) directed by Martin Campbell and starring Daniel Craig as James Bond. Opening on 19th June 2019 and running into the summer, a secret London location will be transformed into the glamorous and action-packed world of the iconic British spy. Blurring the lines between fiction and reality, the experience will bring to life awe-inspiring scenes and locations.

Secret Cinema Presents Casino Royale will see audience members recruited as part of ‘Operation Wild Card.’ New recruits will join either Q Branch or M Branch. Prior to their mission, they will receive an alias, dress code and training suggestions to help them prepare for a night of high stakes, sophistication and deception.

Founded by Fabien Riggall, Secret Cinema has thrilled audiences for over a decade with its ground-breaking event format that combines film, music, art, and theatre through the prism of iconic and beloved films. This production will be the largest and most ambitious indoor event that Secret Cinema has ever produced, with an audience of 1,500 taking part in the show each night.

Angus Jackson, Creative Director of Secret Cinema presents Casino Royale said: “We’re thrilled to have the opportunity to bring-to-life such an iconic film franchise and character. Casino Royale is a rich territory for us to explore from the characters to the plot and locations. Our audience will be given the opportunity to understand what it takes to embody modern espionage – bringing them closer to the Bond experience than ever before.”

Martin Campbell, Director of Casino Royale said: “I’m excited that Casino Royale is going to be brought to life by Secret Cinema. I hear it’s a wonderful immersive experience, and judging by its past reactions, it’s going to present the film in a way that it’s never been seen before. I can’t wait!”

Tickets will go on sale at 12:00 (GMT) on 6th December 2018. The experience will run between Wednesday – Sunday each week, with tickets priced between £40 – £175 plus booking fees.

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Blockbuster Video recently made a nostalgic return to the British high street this month thanks to Ryan Reynolds’ wisecracking superhero Deadpool. A brand new Blockbuster Video store opened for two days in Shoreditch on Monday 17th September to celebrate Deadpool 2’s Digital Download and Blu-ray release, with the ribbon cut and first customers served by Deadpool 2 fan Lorraine Kelly.

The store was an exact recreation of the original chain that first opened in 1989, but only one movie graced the shelves…. Deadpool 2. With every single shelf stacked with thousands of copies of Deadpool 2, the pop-up promised a free copy to any fan able to track down their original Blockbuster Video membership card, enabling them them to queue jump and claim a limited-edition VHS case containing a digital download code for the film.

Those unable to track down their blue and yellow laminated membership card had another chance to claim a copy – by queuing up at the East London pop-up and displaying their superpower to the cashier, inspired by the film’s X Force audition scenes. This entitled them to a Superhero Edition membership card and a copy of Deadpool 2.

At its peak Blockbuster Video was a global behemoth with 9,000 stores worldwide and 528 in the UK alone but the rise of digital formats saw almost all stores shut from 2010 onwards,
with the last UK store shutting in December 2013. One sole Blockbuster Video remains in the world today, in Bend Oregon, a town where many residents struggle to get internet, with the store recently becoming something of a tourist attraction.

The temporary return of Blockbuster Video to London was welcomed with open arms by a nostalgia-loving generation.

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Paul Parry, Head of Filmology, highlights the benefits of running cinema and film promotions for brands.

If you’ve ever wondered where cinema is headed next, look no further. The question is, where could it take your brand?

Everyone’s talking about Hollywood right now. It’s not just the #MeToo and Time’s Up movement either. Film is an inspiration to us all and what happens in Hollywood, still seems to matter – it’s a medium that resonates with consumers across the world.

Right now, the fact is, cinema is giving marketers a whole new added dimension of possibilities – and it’s an exciting crowd puller.

We caught up with Paul Parry, Head of Filmology at Sodexo to find out what the biggest trends in cinema are right now and how Cinema can open up opportunities for brands everywhere.

Our report, ‘The Reel Deal’  reveals that cinema is opening up new opportunities for brands everywhere – with cinema admissions set to remain high and stable over the next five years.

A jaw-dropping two in three people visited a cinema in 2017, with admissions up 2.4%, proving that the silver screen is still a popular pastime across all demographics. It does, indeed, offer something for everyone.

So, what does that mean for your brand? We look at why cinema and film promotions are still a hot ticket for marketers…

While we might be watching films on smaller screens than ever, this only serves to boost our love of the big screen experience. If you’re going down the film promotional route, cinema is still big in marketing.

Paul Parry, Head of Filmology at Sodexo says, “People are still going to the cinema because nothing is ultimately as exciting or memorable as the out of home, big screen experience.”

Yes, we all like to binge on the sofa with a box set or two, but as our report, the Reel Deal explains, cinema can give us what our TV nights in cannot – and we’re not talking about those hot dogs either.

It’s ultimately about a shared experience with zero interruptions.

Karen Stacy, CEO, Digital Cinema Media (DCM) says, “in this world of distraction, cinema is pretty much the only channel where everyone puts their phone away and provides their undivided attention for 120 minutes – it’s a huge differentiator.”

Throw in that trusty hot dog or popcorn bucket and it’s an experience people can enjoy together far more than when they’re just at home. Plus, they’re willing to pay good money to do it.

It’s the ideal way to line up some captivated audiences when it comes to planning your next promotional activities. From tickets to a film, to licensed merchandise giveaways or even use of film assets, brands can use cinema to talk to consumers in interesting and varied ways.

So, film promotional ideas are well worth considering.

Multi-screeners need not apply – and here’s why…

TV streaming feeds a love of cinema

A love of film is screen neutral. It doesn’t matter where, when or how, but fact is, the stories that are told by films continue to be well loved.

Many picture houses are using the likes of NOWTV and Netflix to promote films with bonus features, trailers and documentaries. It’s grabbing our attention and that’s turning into footfall down at the local multiplex.

Even Instagram is getting busy with it. It’s hosting what it terms ‘social cinema’ – like podcasts but short film episodes cast solely on the social media platform. All of this signals to us that audiences, young and old, are continuing to be inspired by the powerful world of film.

In addition, when directors like Christopher Nolan are extolling the virtue of cinema over the small screen, film lovers are going to sit up and take note. Dunkirk is his rather marvellous case in point.

It was the movie success of the summer in 2017, ahead of Despicable Me 3 and Guardians of the Galaxy Volume 2, grossing £371.9 million globally. Shot in 70mm film, Nolan argued that this was his stance against the competition represented by home cinema, saying, “If you make a theatrical film, it’s to be played in theatres.”

We expect to see more statement films following suit.

Paul Parry, Head of Filmology at Sodexo says, “over the last 30 years or so, people have discovered new ways to digest their film content, and this has simply served to increase people’s appetite for film in general. Just look at the number of film releases in the UK – there were about 250 a year in the ‘90s, yet in 2017 the total number of films released in UK cinemas was 781* (British Film Institute). And that’s without factoring in event cinema and one-off screenings.”

We might be biased, but it’s our belief that cinema is about to enter another dimension.

Wouldn’t it be good if your brand was on board with that?

Cinema will always make waves

No, we’re not going down the Titanic or Jaws puns just yet. But we defy anyone who doesn’t think that cinema is way beyond keeping an even keel when it comes to setting trends.

Yes, we all get excited at awards time, but the BAFTAs in 2018 showed that cinema and the arts are inspiring the nation and the world, creating impact where other mediums do not.

Frances McDormand, in her acceptance speech, alluded to how her film ‘Three Billboards Outside Ebbing, Missouri’ inspired campaigners to demand justice for the Grenfell Tower Fire victims.

Created by advertising firm BBH Labs, the three billboards were on display across London sites and provoked a massive social media reaction. The actress praised film makers for making entertainment but also for making films that encourage a broader cultural conversation.

It shows how cinema is inspiring creative minds to leap on the back of new film releases to engage people and get them talking.

Meanwhile, actress Brie Larson was so engaged by the release of Black Panther she decided to offer people free tickets to go and see it – via her Twitter feed.

It was a move that has done as much to promote word of mouth hype for the film as official marketing channels. The actress isn’t in the movie – she just wanted to do something good around the film, in true ‘millennial with a conscience’ style.

How on trend is that?

The point is, the column inches are adding up and the marketing and PR teams must be rubbing their hands in glee. It goes a long way to show that cinema is still a powerful medium, setting trends and inspiring audiences in ways that traditional advertising struggles to.

It’s causing a commotion way beyond the ocean, and it’s landing hearts and minds, hook, line and sinker. It seems new trends in cinema are going to need a bigger boat (sorry).

Your blockbuster moment awaits

Social media is behind much of cinema’s gaining momentum. As consumers, we’ve always been keen to talk about a great movie we’ve seen. Now we just do it on Facebook or Twitter. And we want to be part of the ‘me-first gang’ to do it.

Andy England, CEO of National CineMedia (NCM), says, “millennials still want to go to the movie theatre because there’s still that allure of first-run movies. Whether it’s the latest Star Wars or The Hunger Games, first-run movies are still a cultural event. There’s an appeal to watching first-run movies with other people, in front of the big screen, with a big container of popcorn.”

Still on about that popcorn, huh?

But it’s true, customer engagement is high when it comes to new releases. And social media is driving the buzz. People want to share their opinions and brand promotions can engage consumers by getting in on the action early doors.

Marketers can throw caution to the popcorn by tying their promotional campaigns into highly anticipated films through brand partnerships or with cinema ticket promotions. It’s a winning formula that will without doubt take your brand on an epic new adventure.

Let’s look at one of the biggest blockbusting marketing successes we’ve seen so far this decade…

• Disney kicked off promotional activities for ‘Star Wars: The Last Jedi’ months in advance, releasing a teaser trailer that nearly broke the internet, going viral in nanoseconds. In fact, their marketing activity was so slick, it became a bit of a saga in itself.
• Disney pulled in lots of brand partners for the December 2017 release. Many were technology related due to the nature of the story, but others were also creative in the way they were able to align their brand to the film.
• As well as on-pack promotions by Nestlé, licensed merchandise and brand partnerships played a part in this, the most ambitious of movie promotions.
• Nissan released an SUV Rogue One model as part of its sponsorship for the 2015 film of the same name. It continued in this vein, with fresh marketing ideas around the Last Jedi, featuring ads that linked the car’s intelligence to the series’ droids.
• As Campaign reported, “another aspect of the promotional campaign was to get fans closer to the film so they could become more immersed in the story.” Cinema ticket promotions by O2 led to 500 of their Priority Members being treated to free tickets to attend the premier.
• Disney tied in with Twitter to build on the social buzz around this major time-specific event by launching their promotional activities on big screens in Times Square and outside the Toronto Eaton Centre, just before the film landed. They pulled in real-time messages from Twitter and sneak-peak footage to really capitalise on the launch and get people talking even more.
• The social media marketing activity soon paid off, smashing expectations out of this galaxy and into the next one. The movie delivered a massive £337 million worldwide in its opening weekend alone.

As Paul Parry, Head of Filmology says, “with cinema you can virtually guarantee that the audience you attract will be of a certain demographic. Based on a particular genre or the specific talent featured in a film, there’s always something you can work with which will allow you to align your brand with a title, giving you maximum benefit from a partnership.”

The final curtain

Now we’re not saying the force is for everyone. But when it comes to film promotional activity, it’s an exciting time for brands to be involved.

Without running the risk of sounding like a long-winded, over gushy Oscar speech, there’s simply no escaping the fact that cinema is where it’s at.

Not only is it a powerful medium that reaches 66% of people, it also allows you to engage consumers and target specific audiences to forge a partnership that can sit very nicely with your brand values and mission. And the results will be long lasting.

In our view, that’s as alluring as that sweet smell of popcorn you just can’t ignore…

Sodexo Neon provide the best possible connection between consumers lives and brand experience.  They’re all about running disruptive, attention-grabbing promotions and engaging consumers. Filmology, under the Neon umbrella, change consumer behaviour with the power of cinema, bringing distributors, cinemas and brands together for powerful promotions.

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Vodafone recently launched the #VodafonePocketCinema, which invited shoppers at the Birmingham Bullring to take a seat in giant comfy deck chairs, devour some popcorn and enjoy great content on a cinema screen made from over 100 mobile phone handsets. The experience was delivered by creative agency, Haygarth, in order to encourage visitors to learn about Vodafone’s new Red Entertainment Plan.

From August 16th to 19th, brand ambassadors offered phone demos and encouraged visitors to use the bespoke photobooth. Anyone that shared their photo online using #VodafonePocketCinema was in with a chance to win prizes from a pair of on-ear Bluetooth headphones to a Bluetooth Speaker. Additionally, Vodafone offered free popcorn to anyone that brought a cinema popcorn box from the stand into the nearby Vodafone store.

The epic cinema screen is an exciting first for Vodafone. Haygarth partnered with Syndicut to seamlessly play 105 cuts of content to create one epic viewing experience for visitors to the stand.

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Flavoured Alcoholic Beverage brand Hooch is set to unveil its biggest ever promotion, which will see the brand giving away a movie with every purchase of a promotional bottle or pack. Consumers will have access to thousands of movies at the touch of a button, including many of the biggest cinema blockbusters.

Expected to hit 10m consumers and supporting its ‘Just Av An Ooch’ campaign, the limited-edition promotion will encourage drinkers to enjoy a Big Night In courtesy of the brand and is the result of extensive consumer research by Global Brands Ltd, who distribute and market the brand.

To redeem their free movie offer, consumers scratch off a panel on the Hooch pack to reveal a unique code which they then input at Hoochmovies.com. They will then be taken to a site operated by Global Brands’ partner, Rakuten, where they can browse thousands of movies and select the ones they want to watch. Each code is worth 350 Rakuten points, or £3.50 worth of downloads; multipacks carry two codes and individual bottles one.

Christian Sarginson, brand controller at Global Brands, says: “Continued research into our consumers’ habits and behaviours has been key in developing our latest campaign. Hooch has such a diverse drinker base that finding common interests can often be tricky, however this promotion enables us to reward all our key drinker types as well as recruit new consumers to the brand. With the World Cup over and Love Island coming to an end there is a gaping hole in prime-time TV, so we’re providing the perfect solution to fill it!”

Hooch conducted substantial market research earlier in the year to support their activity, building their plans around key understandings of their audience. The research revealed that video is a key element for their audience with up to 33 hours consumed per week and that 55% of them usually drink at home.

The brand will support the on-pack promotion with an engaging social media campaign and on-trade activity across the summer. The social media campaign will comprise of comical videos and parody clips from popular Hollywood movies which will be creatively executed by seven relevant, carefully selected social influencers, planned to be live on their social feeds throughout the rest of summer.

The promotion was created and managed in-house.

Originally launched – as alcoholic lemonade Hooper’s Hooch – by UK brewers Bass in the 1990s, Hooch was at one time the leading FAB or alcopop in the UK, with 70% of the market, and had massive international success. It was discontinued in 2003 but relaunched, with a lower alcohol formulation, in 2012 by Global Brands

Global Brands is a leading UK drinks brand development business which owns, markets and distributes a range of brands across the spirit, beer, RTD and energy drinks categories. These include VK, Hooch, Corky’s and Amigos Tequila Beer.

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Rollover Hot Dogs is partnering with Mission: Impossible Fallout, the sixth film in the Mission: Impossible series (in UK cinemas 25th July) with a competition to win a romantic trip for two to Paris, including a helicopter tour from Paris to Versailles.

The Rollover Hot Dog trays will feature artwork from the movie and will direct consumers to the Rollover Facebook page, where they will be able to enter the competition to win the trip to Paris. There are also Mission: Impossible movie products to be won.

The campaign aims to reach over 3 million shoppers and is being supported with extensive POS materials for retailers.

Rollover negotiated the partnership deal with the films’s UK distributor, Paramount Pictures, according to a Rollover spokesman.

Tony Owen, Sales and Marketing Director for Rollover Ltd, says: “This movie, starring Tom Cruise, is set to be one of the biggest releases of the summer and we’re extremely thrilled to renew our partnership with a film that our consumers will really love. It’s a fantastic promotion to make shoppers aware of the Hot Food To Go category and specifically Hot Dogs, which remain in huge growth due to the continued trend around Street Food.”

Owen adds: “Mission: Impossible’s core demographic of 16-30 year olds matches our brand personality: young, lively, and fun. We expect a lot of engagement with our fans on this promotion and it will encourage new discussions at the point of purchase.”

The Mission: Impossible campaign started on July 9th and runs for eight weeks.

Rollover Hot Dogs, which is part of Kerry Foods Group, is the UK’s largest hot dog brand, selling over 25 million a year. It supplies preparation equipment and marketing collateral (steamers and POS) free to stockists and sells them the consumable items (sausages and buns). Customers include sports venues such as Old Trafford, theme parks, cinemas, universities and contract caterers. It regularly runs partnership campaigns with hit movies.

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Household towel brand Plenty is collaborating with Disney ahead of the hotly-anticipated launch of the Disney∙Pixar film Incredibles 2, which will be released in UK cinemas on July 13^th.

Manchester-based marketing agency Blue Chip has created an on-pack promotion for Plenty which runs across two million Plenty ‘The Stylish One ‘packs. The activity aims to recruit younger families into the category by offering the chance to instantly win one of 10,000 Incredibles 2 plush toys. Plus there is a prize draw to win an adventure holiday for a family of five to visit Queenstown, New Zealand.

To enter, consumers must visit www.plentywins.co.uk/incredibles2 and provide their full name, contact telephone number and a genuine email address along with the unique code found on the inside of every promotional pack. There are 10,000 Disney∙Pixar Incredibles 2 plush toys to be won instantly online. The toys are around 7 inches tall and represent the main characters of the Incredibles 2 film – Bob Parr (Mr Incredible), Helen Parr (Elastigirl), and their children Dash, Violet and Jack Jack.

Winner selection is via ‘winning moments’.

In addition to the instant win, everyone who enters their unique code online at the microsite, whether they have won a toy or not, will be put into a random prize draw to win a holiday to Queenstown, New Zealand for a family of five.

There is a No Purchase Necessary entry route for Northern Ireland. In the Republic of Ireland, where the law requires that brands operating prize draws where consumers have to buy a product to enter must partner with a charity which has been granted a lottery license, Plenty is working with LauraLynn Children’s Hospice.

The promotion went live this week and will be supported with a full media campaign including TV, social and in-store throughout the summer months.

Jess Harper, Account Director at Blue Chip, says: “This promotion will really inject some fun and excitement into the Household Towel category, not only by adding value with every pack, but also through recruiting younger families into the category and ultimately driving incremental volume.”

The release of the Incredibles 2 film sees Helen (voiced by Holly Hunter) being called on to help bring Supers back, while Bob (voice of Craig T. Nelson) navigates the day-to-day heroics of “normal” life at home. Meanwhile, a new villain hatches a brilliant and dangerous plot that only the Incredibles, working together, can overcome.

Consumers can enter on the microsite until 30^th November 2018. All valid entrants will be submitted into the prize draw for the holiday prize, the winner of which will be drawn on 3^rd December 2018.

The Plenty brand is owned by Essity, formerly part of SCA, the giant Swedish paper products group. Other Essity brands include Cushelle paper towels and the TENA range of personal hygiene products.

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Paul Parry of Filmology, part of consumer engagement specialists Sodexo Neon, Headline Sponsor of the IPM Awards 2018, explains why marketers can’t afford to miss out on the latest films SPONSORED COMMENT

From Heineken to Weetabix and Nissan, cinema offers a perfect vehicle for brands to reach segmented audiences with closely aligned film partnerships. Increasingly sophisticated data now enables companies to not only reach huge audiences, but make well-informed decisions about how to really make their target consumers sit up and take notice.

The feeling of being engrossed in a spellbinding film is a form of entertainment that has lost little of its lustre in over 100 years – and an increasing yearly UK audience of over 170 million people backs this statement up!

Even despite Death Star-sized challenges – including the rise of online streaming and increasing ticket prices – cinema is still the go-to place for blockbusting entertainment, reaching over 66% of the UK population, meaning there has never been a better time for brands to get involved in cinema.

Research by Mintel shows that nearly half (49%) of cinema goers go to the cinema without knowing what they want to watch, and instead make their choice when they get there. This is because they crave the overall cinema experience in its own right. This figure rises to 58% among the impulsive and daring 16-34 year olds, who trust the big screen to deliver on its promises.

Brand and film partnerships

Part of cinema’s unique appeal is how social it is – chatting with your friends or family, eating popcorn, sitting together in the darkness immersed in a shared narrative and trading views and opinions after the event. Cinema is an event in itself, and one that brands are now clamouring to be a part of.

Partnering with a major or independent cinema to offer ticket promotions or giveaways can prove hugely attractive for the two in three people who visited the cinema last year, particularly given the recent rise in cinema ticket prices.

For a relatively small investment, brands can deliver an experience that is worth so much more. You are offering an experience – a whole night out – if you reward your customers with a cinema ticket.

Compare that to trips to New York, for example: there are only so many of those that will fit the budget! With cinema, for a relatively low investment, brands can give every customer the opportunity to claim something of real value.

Captive audiences

In 2017, there were 788 commercial cinemas in the UK. The number of screens per site remained stable at an average of 5.3, but the proportion of sites with multiplexes (five screens or more) crept up – from 40.3% in 2011 to 46.2% in 2016. Put simply, the sheer number of cinemas in the UK means unless you’re frozen in carbonite or trapped in the quantum realm, it’s never been easier to visit a cinema.

Over 170.6 million people visited the cinema at least once in the UK in 2017 according to the UK Cinema Association; and it’s not a one-off, either. Audiences increased in 2017 by 2.4% over the previous year and are forecast to stay high for at least five more years – throwing shade on the naysayers who say that digital streaming has dented cinema’s appeal.

 According to BFI data, UK films were popular across all demographic groups; not only in the core 18-30 audience but also maintaining a particularly strong appeal for those aged 45 and over. We can drill down even further to see which films are most popular with different genders and social groups, which means we can help brands identify trends and inform their decisions about the most powerful films to partner with in future.

By the way, don’t ignore the power of the sequel.

21% of parents with children aged five and under said the last film they saw at the cinema was a sequel or part of a franchise. Popular franchise films are attractive to parents looking to engage young kids with notoriously short attention spans, as they already recognise certain themes and characters.

As for films for older children and grown up audiences, the success of franchises and ‘shared universes’ like Marvel, DC, Harry Potter and Jurassic Park is evidence that sequels, far from being quick cash-ins, are here for the long haul.

Mobile-free, perhaps – but not technology-free

Visiting the big screen is a shared, high-impact experience that plays to a captive audience all undertaking the same emotional journey. If you’ve seen Avengers: Infinity War, you’ll know what we mean! In a world where mobile phones play a part in almost every interaction we have, the cinema offers an increasingly uncommon opportunity to be completely free of mobile phones and social media.

However, you don’t have to be Tony Stark to enjoy the latest cutting-edge tech in the cinema. The introduction of 4K high definition digital films, IMAX screens and Dolby’s 3D Atmos sound systems have all contributed to enhancing the cinema experience like never-before; and that’s even before you throw in other incentives such as premier seating, direct-to-your-seat service and 3D films.

Earth’s Mightiest Promotions

For brands wanting to be involved in film promotions and partnerships, cinema offers an immensely powerful way to reach an enraptured and highly-targeted audience. From tickets to a film, to licensed merchandise giveaways, or even use of film assets – brands can use the ever-enchanting power of cinema to talk to consumers.

The right film campaign can help to drive home a company’s brand values, while adding credibility and extending its reach. In addition, a new release film will often secure acres of publicity in the press, whipping audiences into a frenzy of excitement, making lots of noise – and providing a vehicle on which your brand can hitch a lift.

You simply can’t argue against cinema’s power and effectiveness. It enables companies to engage a select audience, forge partnerships that align with their brand values, fits their budget, and meets their unique objectives.

Paul Parry is Head of Filmology, which is part of consumer engagement specialists, Sodexo Neon. Sodexo Neon is Headline Sponsor of the IPM Awards 2018.

To find out more about promotions with Star Power, click here…

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Kettle Chips has launched an ‘Upgrade your lunch’ on pack promotion on its full single serve and multi-pack ranges offering consumers the chance to win the lunch upgrade of a lifetime with a trip to Hollywood – plus every purchaser can also rent a digital film in full HD from Chili Cinema for just £1.

Consumers just need to go online and enter the promotional code printed on each pack to receive their Chili film code and enter the Hollywood Trip prize draw.

The prize will enable one lucky winner and their guest to experience the life of a Hollywood ‘A’ lister, including a poolside lunch at a top Beverley Hills hotel. During their stay in Los Angeles, the winners will also receive a behind the scenes VIP tour at Universal Studios and a helicopter ride over Tinseltown. The prize package includes return flights from the UK or Ireland and five nights’ accommodation in a 5 Star hotel.

The promotion started at the beginning of March, with the prize draw for the holiday prize close at midnight on July 31^st 2018. The Chili Cinema film rental for £1 offer closes at midnight on December 31^st 2018.

To enter, consumers have to visit the promotional website, www.kettleupgrade.co.uk and enter the promotional code printed on the 40g pack or on the outer bag from multipacks, along with their personal details. They will then be automatically entered into the prize draw for the Hollywood trip and will receive a discount code to enable them to participate in the film rental for £1 offer.

The Chili film code allows consumers to select from thousands of movies and TV series, including new releases only a few weeks after their cinema release, available to stream on a Smart TV, PC, tablet or smartphone without subscription charges.

The promotion is open to all residents of the UK, Isle of Man, Channel Islands and Republic of Ireland aged 18 and over, with the usual exclusions. Only one entry per person is allowed during the promotion. There are No Purchase Necessary entry routes available for consumers living in Northern Ireland and the Republic of Ireland – they can access a separate webpage via a link on the main promotional website, and they will be automatically entered into the Prize Draw.

The on pack will be supported by trade advertising and a full range of POS from dump bins and shelf edge strips for retailers, to bus stops and pallet wraps for Cash & Carry depots and branded beer mats for the on-trade. To amplify the promotion even further a programme of consumer facing activity is planned for the spring, including social media and PR.

In store from the middle of March to the end of June, the promotion will run on a total of 17 million bags across the entire Kettle Chips 40g range, including Price Marked packs, and the four Kettle Chips Multi-packs.

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