Makeup-wearing moviegoers are sure to appreciate this Revlon campaign, which invited them to participate in a Timeplay game where they had the chance to win a free tube of lipstick.
The Revlon campaign ran in 28 different cinemas throughout Canada, all of which were located in Montreal, Vancouver and Toronto. To win, those wishing to participate needed to have the Timeplay app downloaded and then needed to get the top score in the brand's romance-themed trivia game. To encourage more participation from its female consumers, the brand timed the activation to run before '50 Shades of Grey' and 'The Second Best Exotic Marigold Hotel.'
Once winners were confirmed, a voucher for the free lipstick was sent to them through the app, which could be used on the website. In addition, those placing second and third also received a coupon for Revlon's products.
Key Themes Behind This Trend
- Cinematic Makeup Games
- Opportunity for brands to engage with makeup-wearing moviegoers through interactive trivia games during cinema screenings.
- Incentivized App Downloads
- Brands can leverage mobile apps like Timeplay to encourage users to download and engage with their campaigns.
- Movie Tie-in Promotions
- Creating marketing activations around specific movie releases to target relevant audiences and generate consumer interest.
Where This Applies
- Cosmetics
- Cosmetic brands can utilize interactive games to promote their products and engage with their target audience.
- Mobile Applications
- Opportunities for app developers and marketers to create engaging experiences that drive app downloads and user interaction.
- Film and Entertainment
- Collaborations between movie theaters and brands offer opportunities for cross-promotions and added value experiences for moviegoers.
