Regal Cinemas X Google Pay

OVERVIEW

As the world began its post-COVID return to normalcy, in-person experiences were poised to make a big comeback – including going to the movies. Outside of travel, movie-going was the #1 mentioned in-person activity millennials/genz were excited to do post-pandemic (source). It’s why studios began to shift blockbusters to Fall/Holiday 2021 and why we partnered with Regal Cinemas to celebrate our collective return to the movies

OBJECTIVES

• Drive incremental customers to Regal theaters

• Increase usage of Offers in the Google Pay app

• Build buzz and increase affinity for Regal & Google Pay in key DMAs

VISION

Build brand love for Regal and Google Pay, creating a memorable experience that engages, surprises, and delights passionate movie fans and celebrates our collective return and love of cinema

APPROACH

A full-stack, omni-channel campaign to draw cinema lovers back into theaters nationwide:

• Nationwide Pre-Trailer Spots: 30/60 sec spots that celebrated both the magic of the movies and the magic of Google Pay. End card call-out to in-app Regal offer

• Experiential “Regal X Google Pay” Activations: Custom-built claw machines featuring surprise & delight freebies, merch, and branded collectibles

• Social/Influencer Amplification: Partnered with relevant, rising IG/TikTok influencers to broaden like-minded audiences and deep-dive into in-app Regal offering

RESULTS

“BETTER OFF DEAD” CONCEPT

“TOP GUN” CONCEPT