We created a promotion at 58 movie theaters. Before the main feature an interactive film was shown. In the film, a young man and a young woman sat side-by-side in a movie theater, with romantic tension between them. The audience was invited to clap and cheer, to help them create courage to kiss each other. The louder the clapping the more they would come close together. Microphones captured clapping, and a Flash application controlled the outcome. After the session, promoters distributed samplings and flyers inviting people to the online store. When people received the samples they were already in a positive mood with the brand, and reacted far more positively than to a simple product sampling. They felt the sampling as the closing of a fun and innovative experience provided by Nivea.

Unique visitors on Nivea’s online store increased by 58%, page views increased by 73% and sales increased by 35% on the week following the promotion. Due to its innovative format, the promotion generated lots of spontaneous positive coverage in the press, including network television. The campaign message was materialized for the audience touched directly by the action and indirectly by the press. The promotion became a global best practice at Nivea.