Mitsubishi’s First 3D Cinema Ad Campaign
Gail Chiasson, North American Editor
Screenvision, innovator in cinema advertising, has joined forces with Mitsubishi Digital Electronics America to rollout an innovative in-theater 3D ad campaign to promote MDEA’s 2010 line of 3D televisions to consumers with a demonstrated interest in 3D entertainment.
The 30-second 3D spot is MDEA’s first foray into cinema advertising and is a part of its integrated in-theater marketing push – including retail coupon handouts and an exit sampling program in the theatre lobby – promoting its comprehensive large screen 3D TV line. The spot is airing in front of the 3D movie Legend of the Guardians and will be featured prominently within Screenvision’s Premium Pod through November 11.
“Screenvision’s Premium Pod will provide MDEA with broad national coverage and help engage consumers in a creative way to connect with the Mitsubishi brand,” says Michael Chico, executive vice-president sales, marketing and research Screenvision.
Mitsubishi’s 30-second spot includes eye popping animation and graphics that are best viewed in the environment of a 3D movie theater.
“Screenvision’s in-theater 3D advertising program provides Mitsubishi with the optimal avenue to target prospective 3D TV buyers in a captive environment whilst they are immersed in 3D entertainment,” says Frank DeMartin, vice- president marketing, MDEA. “Coupled with in-theater couponing and a strong call to action, we have designed a campaign to build awareness of Mitsubishi 3D DLP Home Cinema TVs and drive a targeted demographic of 3D movie lovers to retailers across the country.”
The Screenvision advertising network is currently comprised of more than 15,000 screens in over 2,400 theatre locations across all 50 states and 93% of DMAs nationwide.