Partnership to raise awareness of the Campari's new cocktail and short film, The Legend of Red Hand.
We’ve been working with Campari to help raise awareness of the new Campari Red Diaries short film The Legend of Red Hand starring Zoe Saldana. This was also a great opportunity to introduce Campari’s delicious new cocktail, the Milanese G&T, to the Everyman audience.
Our response was to create a London-wide sampling campaign at Everyman Cinemas to offer all ticket holders a complimentary Milanese G&T during the February awards season. The sampling campaign was also supported by targeted communications to customers via ECRM, social media and in-cinema activity.
We kicked off the campaign with an exclusive screening for press and influencers at Everyman Kings Cross to launch The Legend of Red Hand with a special introduction and bespoke cocktails from mixologist extraordinaire Rich Woods.
After a month-long campaign, we had great feedback from Everyman customers which created visibility of the film and brand awareness for Campari across the Everyman estate and beyond. We generated over 40,000 views of their short film and introduced the cocktail to thousands of cinema goers.