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CASE STUDY: Free screenings of Rugby World Cup 07 Games at Odeon

Provided by Digital Cinema Media
33 Rugby World Cup games were screened across 20 ODEON sites around the country

What was the Challenge / Background of the Campaign?

The Rugby World Cup was the perfect opportunity for the RFU to try and get former rugby players back into the game. What better place to position advertisements to this audience than the impactful environment of the cinema?...

What was the Campaign Objective?

To tempt former players of rugby back into the game by reminding them what they are missing

What was the Solution?

To screen some of the Rugby World Cup games for free at ODEON sites across the country with Go Play content screened before each game and supporting leaflets in cinema foyers

What were the Results?

For the final between England and South Africa, 85% of admissions were reached!

What were the Key Learnings of this Campaign?

There were 476 screenings that obtained a total of approximately 95,200 admissions - at 200 per screening. What with the unmatched comfort of the cinema, the Dolby Surround Sound and the impact of the big screen, it was the next best thing to seeing the match live. This activity demonstrates how cinemas can showcase more than just films and still attract large audiences who really enjoy the whole experience

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsFormer players of rugby
16 - 24
25 - 34
Male
AB
ABC1
CINEMA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIAL
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