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| Author | Zoe Aresti |
Cheese brand Babybel has rolled out a 'make your face funny for money' fundraising initiative throughout UK cinemas, in collaboration with charity Comic Relief.
Moviegoers were invited to become a laughing Babybel through animated, sound-activated screens situated in cinema foyers nationwide. Participants were able to take a selfie, which was then transfigured onto the image of a Mini Babybel. After choosing from a variety of different sounds, participants were able to tap the virtual cheese to make it laugh, as well as using a QR code to send the picture to their own mobile devices.
Andrew Goldsmith, agency sales director at Primesight, said: "We’re thrilled to be part of the Babybel ongoing partnership with Red Nose Day. Our cinema digital six-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 activity launched at the end of February and runs across three consecutive weekends in 16 cinemas with high footfall. A three-week TV advertising campaign will also drive awareness of Babybel’s partnership with Red Nose Day.
The brand worked with out-of-home specialist Primesight and Digital Cinema Media (DCM) on the experiential activity, which was been planned by OMD UK, Talon and Toast.
Joey Essex has also teamed up with Babybel to help raise money for Comic relief. The former TOWIE star was at the Westfield shopping centre on Saturday greeting fans and making them laugh on the digital screen.
See photos from the charity initiative below.
