Palace Cinemas
The Brief
To raise awareness of, and promote the feature film release of MACBETH
The Concept
As an ambient branding activity, The Taboo Group strategically placed stencils and posters throughout the inner cities of Melbourne, Sydney, Brisbane and The Gold Coast. Large witches cauldrons, unusual cooking ingredients and themed music were placed within city hubs, while a performance based promotional cooking stunt was played out using Macbeth style witches. Crowds swarmed to view the unusual spectacle. Further more our witches infiltrated bars to distribute promotional scratchies and invited punters to turn on their blue-tooth mobile phones to receive the MACBETH movie trailer.
The essence of this guerrilla marketing campaign was on visual and interactive use of street art, theatrical performances and new media. Communications leveraged blue-tooth technology for a call to action once the target audience had experienced our ‘MACBETH’ witches street theatre and had been given a Macbeth scratchy containing an opportunity to win tickets. The target audience received a 30 second viral clip on their mobile handset of the movie including a call to action to win tickets to the premier.
The Result- Blue-tooth acceptance was at 10 to 15% opt-in hit rate throughout the promotional period.
- Over 20 000 promotional scratchies were sampled over 4 days of activity.
- Crowds swarmed to view the street performances in both cities.
