APP / INNOVATION / OOH / SOCIAL
Hoyts and their drinks partner Coke needed to drive young adults and teens to the cinema and sell frozen drinks at the ‘Frozone’. We knew our audience were mobile gamers and due to lower income spent a lot of time on public transport and around public hangouts. So we gamified the environment around them.
Freeze your seat. We turned public seats into free cinema seats that you could ‘freeze’ and win through a game we created within the Hoyts app. Thousands of seats were pin mapped to be discovered and ‘frozen’ via the Google maps integration.
Each seat that a user found and froze equalled a free cinema ticket with extra prizes including frozen drinks. 99% of prizes were claimed and 22,836 unique users played 67,562 sessions.