JD Sports has launched an innovative campaign bringing cinema-goers into their festive campaign through photobooth activations.
- The campaign was executed at Vue cinemas in London and Manchester during screenings of ‘Gladiator 2’ and ‘Wicked’.
- Participants were encouraged to share their own interpretations of ‘family’ through photographs.
- These images were then showcased on the big screen, adding a personal touch to the cinema experience.
- The campaign aims to immerse audiences and enhance the festive spirit by celebrating familial bonds.
JD Sports, in collaboration with Goodstuff, Digital Cinema Media (DCM), and Grand Visual, has launched a unique campaign designed to engage cinema-goers directly. Situated in the foyers of Vue Stratford in London and Vue Printworks in Manchester, this activation coincides with the release of popular films such as ‘Gladiator 2’ and ‘Wicked’. The initiative is part of JD’s broader Family Portrait festive advertising campaign.
Individuals visiting these cinemas had the opportunity to enter a photobooth and capture memories with their chosen family. The essence of ‘family’ was at the heart of this campaign, with the aim of encouraging participants to share personal interpretations and experiences. These captured moments were then seamlessly integrated into the campaign’s end card, which followed JD’s Christmas cinema advertisement.
Aside from cinema screens, these images found further exposure through various out-of-home (OOH) displays around the two cinema locations, enhancing visibility and audience interaction. This campaign represents an innovative use of technology and collaboration, offering participants a chance to see themselves as part of the narrative and celebration of family.
Chris Waters, UK & EU Marketing Director at JD, highlighted the campaign’s focus on pushing the boundaries of cinema and out-of-home advertising (OOH). He stated, “We wanted to push the boundaries of cinema and OOH and invite our customers to feel immersed in the campaign. This activation gives the audience the chance to connect with the story and show us their own forms of ‘Family’.”
Jaz Hogben, Business Director at Goodstuff, emphasised the technological aspect of the project, noting, “Through collaboration and never before seen tech, this activation elevates the central campaign idea, placing audience members in the heart of the action and giving them the opportunity to celebrate their own Family during the festive season on the big screen.”
JD Sports’ campaign successfully merges technology and personal storytelling, offering a fresh take on festive advertising.
