The end of 2014 saw us bring the The M-Net Movies Family channel 105 campaign to life. While offering the premium home entertainment the brand is known for, M-Net offered their audience a chance to interact with the brand in a way they had not before.
To promote the 4pm family movie slot, we created an interactive Pinterest page that hosts activities relevant to the daily movie. This was complimented with weekend activations throughout Cape Town, Johannesburg, and Durban where arts and crafts were available for kiddies. This allowed for parents to finish their holiday shopping Each activity linked to back to the 4pm movie, ranging from face painting, balloon making, play dough, dress up photo booths, and much more.
Each child also left the activation with a themed activity pack to enjoy at home in preparation for the 4pm movie on channel 105.
We used the TVC to drive traffic to the dedicated Pinterest pages that suggested daily crafts relating back to the M-Net movie. We targeted parenting blogs to spread the word about the activations, Pinterest page, and mostly importantly – the 4pm M-Net movies.
With 13 million opportunities to see, and an Advertising Value Equivalent of over R3 Million, this campaign is something that truly represents what Retroviral believes in; an integrated approach to through-the-line advertising.
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