JD Sports pushes the frontiers of cinema advertising.
- JD Sports collaborates with Goodstuff and DCM for a unique campaign.
- Audiences featured on big screens ahead of major film releases.
- Innovative use of technology in cinema advertising boosts engagement.
- Real-time photo displays provide new interactive experiences for cinemagoers.
JD Sports is venturing into new territory with its latest advertising campaign, in collaboration with Goodstuff, Digital Cinema Media (DCM), and Grand Visual. This initiative allows cinemagoers to become part of the campaign, spotlighting them on the big screens before major movie releases like ‘Gladiator 2’ and ‘Wicked’.
The campaign is a part of JD Sports’ ‘Family Portrait’ festive season initiative, which takes a unique approach by encouraging audiences to share their interpretations of ‘family’. Chris Waters, UK & EU Marketing Director at JD, emphasized their goal of immersing customers within the campaign narrative, inviting them to share personal notions of family. He stated, “We wanted to push the boundaries of cinema and OOH and invite our customers to feel immersed in the campaign.”
Located at Vue Stratford in London and Vue Printworks in Manchester, the initiative features photobooths where people can capture moments with their chosen family. These photos are swiftly displayed on the big screen in real-time, following JD’s Christmas cinema advertisement.
Moreover, the photos extend beyond the cinema screens, appearing on various out-of-home advertising spaces around the cinema locations, offering cinemagoers an elevated engagement experience. As Jaz Hogben, Business Director at Goodstuff, remarked, “Through collaboration and never before seen tech, this activation elevates the central campaign idea, placing audience members in the heart of the action.”
This innovative approach not only enhances the main campaign idea but also provides an engaging platform for individuals to celebrate their own family during the festive season, offering a memorable experience at the movies.
JD Sports’ campaign marks a significant step forward in interactive cinema advertising, engaging audiences in new and exciting ways.
