Cinépolis was opening a new multiplex at DLF Place, Saket, in New Delhi. The task at hand was to introduce its cinema experience to audiences and build excitement ahead of the launch.
The campaign needed to give people a reason to engage, participate and share. Connecting social media activity with the physical launch would extend the event’s visibility and bring the cinema experience to audiences beyond the venue.
ROI Mantra developed an integrated launch campaign around #TheBlueExperience, using Cinepolis’ blue brand identity to connect campaign content, audience participation and event activity. The strategy combined influencer outreach, paid social promotion and live coverage to build anticipation and amplify the opening.
Generate anticipation ahead of the multiplex launch.
Reach relevant cinema audiences across Delhi.
Encourage conversations and participation on social platforms.
Amplify the launch through credible influencers.
Connect event experiences with social media engagement.
Establish a recognisable campaign identity around the brand’s blue colour.
Influencer selection required close evaluation of follower relevance and responsiveness.
A locally targeted launch needed reach among relevant audiences.
Pre-launch content needed to sustain interest through to opening.
The campaign required a participation mechanic that audiences could easily adopt.
Live coverage needed coordination across Facebook, Instagram and Twitter.
Physical event activities needed to translate into shareable digital content.
Turning digital visibility into meaningful engagement, trust, and action.
