A never before seen campaign stunt and platform, transforming the movie theatre in a videogame, using a new platform.The platform was launched on the Twilight Eclipse movie premiere in Brazil, targeting the client’s audience bull’s eye.Instead of only previewing commercials before the movie starts, we invited the audience to join a game on the movie screen. An animation was created explaining how easy it is to playAll you had to do was call a phone number, and you’re in. Your cell phone became a joystick and everyone in the game controlled their own fairies.The campaign lasted a whole month in a digital movie theatre – reaching more or less 10,000 people in each session. The responses to the game were extremely positive.

» Estimated impact of the campaign was over 535,000 people in 1 month.» The campaign was mentioned spontaneously in over 150 news channels, blogs and others.» Throughout a research we found target audience feedback on the CAREFREE brand was very positive.