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Beauty giant L’Oreal has partnered with Digital Cinema Media to create a bespoke film event which aims 23to give the skincare brand ownership of Mother’s Day.
L’Oreal will sponsor a number of special Mothers Day screenings at 17 Cineworld cinemas around the UK on March 22nd, the first time a brand has tied up with the event. The move by L’Oreal represents a broadening of its marketing capabilities to include cinema, a media that is remaining buoyant.
L’Oreal is offering its audience the chance to win tickets to special Mothers Day screenings of Mamma Mia! as part of a deal with cinema advertiser Digital Cinema Media. In the run-up to the day, cinemas will be highlighting the event through foyer activity with L’Oreal branded promotional material, including a L’Oreal branded ticket holder with a £1.50 discount voucher for L’Oreal Paris products.
Under the banner ‘Because it’s Mothers Day. Because you’re worth it’, L’Oreal will be promoting its L’Oreal Paris Dermo Expertise range, that appeals broadly and offers skincare solutions to women of all ages. With mother and daughters visiting the cinema together on Mothers Day, it aims to create an emotional connection with the brand.
Martin Bowley, Managing Director at DCM said: “Cinema is jam-packed with quality movies providing a great platform for brands to engage with their target audience – perfect for beauty brands looking to tap into the glamour of the cinema and build deeper relationships with consumers.”
As part of the deal, L’Oreal will be running its 60 second Jane Fonda Mothers Day ad in cinemas and will also be promoting Mothers Day through new website, www.lorealscreenings.com. As well as the foyer activity, Cineworld will be promoting the deal on its website and via its newsletter.
The campaign was booked through ZenithOptimedia.