CineMARK’s sampling campaign for Tiger Brands’ Jungle Energy Bars and Energy Crunch was well received by cinema patrons around the country.
The objective of the campaign was to increase brand awareness of the two newest Jungle products, and this was certainly achieved, with cinema patrons making comments like “What a handy size”, “Great to munch and easy to carry!”, and “I’ve been a fan of Jungle Oats porridge for years – nice to see new products.”
CineMARK’s range of advertising offerings reaches far beyond foyer sampling campaigns such as this. In terms of on-screen cinema advertising, CineMARK represents all Ster-Kinekor and numerous independent cinemas, giving them more than 67% of all cinema screens in South Africa. Besides the usual 35mm projectors, CineMARK is also able to offer digital projection in a number of these cinemas.
Cinema foyers offer another media platform for CineMARK clients. This offering is broken up into various opportunities including full exclusivity of all branding positions in the cinema foyer, billboards in cinema complexes, the ‘Follow-the-movie’ concept by which advertisers can target the audiences of a particular movie, and sampling campaigns such as this one for Tiger Brands. Other offerings include headrest branding, blue tooth advertising, and branding of popcorn boxes and serving trays.
The most recent addition to the wide range of media platforms offered by CineMARK is that of product placement. This allows advertisers to showcase products in appropriate spots in feature films, which thus allows the advertiser to get involved in a campaign that could last for up to three years as the film takes its course through cinema, DVD, pay-for-view stations and free-to-air stations.
Joanna Sterkowicz
Deputy Editor – Screen Africa
Tel: 011 719-4380 Fax: 011 719-4392
www.screenafrica.com
