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In-Cinema Legacy Truth Campaign

BRIEF

 

Audience Entertainment was tasked with developing an interactive, pre-show cinema experience for the Legacy truth® Anti-Smoking Campaign for the first ever interactive front and center Screenvision pre-show. The resulting game, which ran on 100 screens on the national Screenvision network in early fall 2014, and was met with favorable reviews from both the audience and the client.

truth wave 

RESPONSE

The campaign targeted millennials in key markets across the United States. The Legacy truth® Brick Breaker interactive game utilized the concept of working together to bring to life the “Finish It” message in the cinema environment, supporting the campaign’s national cinema activation. The Audience Entertainment interactive component, developed with creative direction provided by 72andSunny, combined a retro-style brick breaker game with a smart anti-smoking message giving audiences a sense of inclusion in the campaign’s goals. 

At the launch of campaign, Audience Entertainment conducted a survey that included traditional research methodology in addition to cutting edge reporting. Results were collected and correlated using biometric technology provided by Innerscope research. The data demonstrated that emotional engagement with interactive content was on par, or exceeded audience excitement during the Super Bowl amongst other excellent results; driving engagement, recall and favorability.