The LEGO Group in the UK has teamed up with Picturehouse Cinema’s Kids’ Club to promote its LEGO City sets in a fun and exciting way
The cinema exclusive campaign centres around a thirty second creative running in family films throughout the partnership with a co-branded ten second ident created by Picturehouse to raise awareness of LEGO City as a ‘Proud Sponsor of Kids’ Club’, using the tagline ‘Build Their Love of Cinema’.
A new thirty second brand ident will run in the Picturehouse Marketing reel in all Picturehouse Family screenings, to promote the partnership and Kids’ club screenings.
The partnership is extended further by immersive activations taking place in the foyers of select cinemas throughout April and October. Children will be invited to build their own movie poster of a scene from their favourite film with LEGO bricks. These creative posters will then be printed for the families to take away as memorabilia, all sponsored by LEGO City. Parents will be encouraged to submit pictures of their kids’ film-themed LEGO City creations via Instagram, using the hashtag #BuildWithPicturehouse. The top four submissions will be chosen at random each month, with winners receiving a LEGO City playset bundle.
The fully immersive partnership extends beyond the screen to harness multiple touchpoints, including branding on Picturehouse’s website, a co-branded LEGO City content hub, promotion across Picturehouse’s newsletter and social channels and co-branding presence on digital Out of Home panels at Picturehouse’s digital sites.
Kids’ Club represents great value for cinemagoers, with tickets from just £3.30 each.