Volvo is reviving the drive-in movie theater to promote their cars. The Starlite Urban Drive-in theater was the first of what is likely to be a series of retro metro drive-in movie theaters set up by Volvo.
The Starlite Urban Drive-in theater sold out a three-night run at the Truman Brewery in London’s East End. Moviegoers watched from pre-parked Volvos and heard the movie soundtrack on the car radio. Car hops on roller skates took orders for popcorn. Volvo hopes its promotion will help to reach a younger buying market that may not be familiar with the Volvo brand.
Movie-Driven Car Promotions
Starlite Urban Drive-in Theater Created by Volvo Brand
Trend Themes
1. Revived Drive-in Theaters - Reviving the drive-in movie theater concept to engage with customers and promote brands in a nostalgic and unique way.
2. Car-centric Promotions - Creating promotional experiences that directly involve cars and their features to drive brand awareness and engagement.
3. Nostalgic Marketing Campaigns - Using retro and nostalgia-themed promotions to appeal to younger audiences and introduce them to a brand's offerings.
Industry Implications
1. Automotive - Opportunity for car manufacturers and dealerships to create engaging brand experiences that showcase their vehicles and features.
2. Entertainment - Potential for movie theaters, event organizers, and media companies to collaborate with brands to create unique movie-watching experiences.
3. Marketing and Advertising - Advantage for marketing agencies and advertisers to develop innovative campaigns that leverage nostalgia and immersive experiences.