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LEGO is launching an interactive digital out of home campaign across Primesight screens to support its new Marvel Avengers range. The advertising drive, planned by Carat and Posterscope, kicks off on April 23 to coincide with the UK cinema debut of Marvel's Avengers: Age of Ultron, which is expected to increase footfall in cinema foyers by 110% according to Digital Cinema Media.
Using cinema D6 screens, the interactive creative invites cinema-goers to take a picture with their favourite LEGO Marvel characters and gives them the option to have the photo sent to their email address. The activity will run for two weeks, when demand to see the blockbuster sequel is at a peak.
Andrew Goldsmith, Agency Sales Director, Primesight said: "Marvel's Avengers: Age of Ultron looks set to be the biggest box office hit of the year and this campaign perfectly taps into the excitement surrounding the release by promoting LEGO's new range at the optimum time. The creative makes great use of Primesight's cinema foyer screens and will be both memorable and unmissable for the target audience of 6-9 year olds."