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Fox Cinema Crime Scene – Guerrilla Marketing
Guerrilla Marketing: Cinema Crime Scene / FOX Crime
Another fantastic Guerrilla Marketing concept from Ireland/Davenport, Johannesburg breaks the realm of buzz to launch the FOX Crime channel. Starting with the audience, the agency targeted this group by genre of movies related to crime/suspense. But how do you captivate that audience to generate some buzz? You give the audience a reason to worried by making them the crime scene.
With past marketing campaigns, such as “The Walking Dead Movie Theater Activation“, Ireland/Davenport has stepped up their concepts. This idea was based on the forensic technique that you often only associate with Crime shows. The bloody remains that remained next to your popcorn without you noticing was a great surprise factor, considering you didn’t have a UV light on hand.
The creatives did a phenomenal job painting the crime scene with Luminal. By creating an invisible crime scene in cinemas and associated with the much higher engagement rate than television, this came to be an amazing surprise of the unsuspecting audience.