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| Author | DCM |
| Categories | News |
The momentum of the Glass and a Half Full Productions ‘Eyebrows’ campaign continues this weekend as Drum and PHD launch a groundbreaking new interactive version of the famous film in cinemas.
The Eyebrow campaign has been a phenomenal success. Since it first aired in January it has reached approx 50m people on TV and has been viewed almost 6m times online, not to mention the thousands of people that have taken part in “Jivebrow”, Glass and a Half Full’s online Eyebrow dancing event. Now there will be a new way for cinema goers to get involved.
Planned and bought by PHD in conjunction with Digital Cinema Media and conceived and created by PHD’s sister agency Drum, the interactive game will be the biggest of its kind to date, allowing cinema audiences to take control of the child stars’ eyebrows from the comfort of their seats.
After watching the ad, cinema goers will then be given instructions to wave their hands in the air and ‘catch’ falling eyebrows on the big screen with each one ‘caught’ creating a breakdance eyebrow move by the child on-screen. At the end of the game, if the audience has caught enough eyebrows they will receive a gift (a bar of Cadbury Dairy Milk) as they exit the movie.
The ad will be running nationwide in seven cinemas over the next two weekends in the new release ‘Monsters vs Aliens ’ in a deal negotiated between PHD and DCM.
Drum Content Director, Ben Kerr said "It's a brilliant example of how content can be used across platforms and enhanced using technology. This interactive cinema game builds on the existing excitement created by Eyebrows by allowing consumers to be human “joy”sticks…and who doesn't want to be one of those?”
Sandie Dilger, Brand Manager for Cadbury Dairy Milk comments: “The Eyebrows advert has been a phenomenal success and the public have really taken to it by making their own versions and putting them online.
“To say thanks to all the Eyebrows fans we wanted to give something back and spread some more smiles. With this game we’re putting some Cadbury Dairy Milk magic onto the silver screen by getting cinema goers to dance and control the giant eyebrows on the big screen.”
Steve Adams, Account Manager for Digital Cinema Media added:
“Everything looks better on the big screen, including dancing eyebrows. The captive and communal environment that cinema provides will ensure that audiences are talking about this campaign for as long as the gorilla.”