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Babybel, the UK's number one snacking cheese, is rolling out an interactive campaign across the UK's busiest cinemas in collaboration with Comic Relief's make your face funny for money fundraising initiative.
The campaign, planned by OMD UK, Talon and Toast, makes full use of out-of-home expert Primesight's digital 6-sheet screens and will invite moviegoers to 'become a laughing Babybel'. The animated, sound-activated screens situated in cinema foyers will allow participants to take a selfie which is then transfigured onto the image of a Mini Babybel. After choosing from a variety of different sounds, participants will be able to tap the Babybel to make it laugh, as well as using a QR code to send the picture to their own mobile devices.
The campaign will raise awareness for Comic Relief's Red Nose Day and allow people to explore the brand new 'Babybel Yourself! microsite, a reduced version of which is hosted on Primesight's screens to transform faces into a laughing Babybel.
Launching on Saturday February 28, the campaign will run across three consecutive weekends in 16 cinemas with high footfall. The foyer location of the screens is designed to reach a reactive audience which spends on average 14 minutes before and 6 minutes after films in this space.
A three-week TV advertising campaign will also drive awareness of the Babybel brand's partnership with Red Nose Day and encourage people to go in store to gain their specially-designed Red Nose Day pack.
Andrew Goldsmith, Agency Sales Director at Primesight, commented: "We're thrilled to be part of the Babybel ongoing partnership with Red Nose Day. Our cinema digital 6-sheets are a great way to connect with an increasingly digital-savvy audience including grandparents, parents and children who are willing to make themselves look funny for a great cause."
The news was first published by Field Marketing.