In the midst of setting up a 20-foot bag of popcorn in an open field in Windsor, Ontario for a promotional campaign, the Cineplex Entertainment team found themselves in the midst of the first tornado in the area since 1974. Rather than deciding to end their efforts in the area, Cineplex used the weather to fuel a new idea.
Cineplex stationed the oversized popcorn bag in an area that's known as "Lightning Alley," which is known to receive lighting about 47 days of the year. To go along with this, Cineplex created the #WeatherOrNot campaign and set up an online poll that asks people to decide if lighting will strike the large-scale popcorn bag. Those who participate will be able to receive a coupon to redeem a free bag of popcorn at the theater, which symbolizes going to the movies as a form of entertainment that's never bothered by inclement weather.
Oversized Popcorn Sculptures
Cineplex Entertainment Stationed a Big Bag in "Lightning Alley"
Trend Themes
1. Promotional Campaigns - A trend in using creative and interactive campaigns to engage consumers and generate buzz for the brand.
2. Online Polls - A trend in incorporating interactive online polls to engage and involve customers in marketing campaigns.
3. Weather-based Promotions - A trend in leveraging weather conditions and events to create unique promotional opportunities and experiences.
Industry Implications
1. Entertainment - Opportunity for entertainment companies to create immersive experiences and engage customers through weather-themed promotions.
2. Marketing and Advertising - Opportunity for marketers and advertisers to leverage interactive online polls and creative campaigns to drive consumer engagement and brand awareness.
3. Food and Beverage - Opportunity for food and beverage companies, like popcorn manufacturers, to collaborate with entertainment venues for weather-themed promotions and experiential marketing.