The single most important food and beverage (F & B) company for the exhibition industry hosts its seminar at CineEurope 2014 on how to reach and engage with consumers. I have seen their talks at Cannes Lions (where I was yesterday – hence why no first-day CineEurope coverage) and they really do make you believe that there is so much more to their business than just selling brown sugar water. Having one of the world’s most iconic brands obviously helps and the “Share a Coke” name-on-a-bottle campaign is pure marketing genius.
Corinne Thibaut is upfront about the challenge of a declining youth cinema attendance. “We need a new marketing approach,” she says, to engage a new generation, and “to capture the imagination of moviegoers.” She then hands over the floor.
Javier Sanchez Lamelas, European Marketing Director of the Coca-Cola Company takes the floor and announces the theme of his talk: “falling in love with cinema.” Rather than talk behind the lectern, he walks out amongst the audience. He shows amazing exams of how Coke promotions date back to anaglyph 3D glasses in 1914! Shows the “Skyfall” 007 Countdown challenge video which was viewed 10 million times on YouTube. The audience here at CineEurope loves it. Mainly because it is good.