Situation

IMAX enjoyed little brand and value proposition awareness. The IMAX rooms were simply associated to a large screen showing documentaries.

Challenge

Positioning IMAX as the most immersive film experience and the most attractive compared to a wide range of premium cinemas in the Mexican market and with a clearer value proposition.

Solution

We invited moviegoers to experience the film they were about to see with “a room upgrade” from the regular rooms to an IMAX room. This activity was supported by a social media strategy. We also organized a Media Day with key journalists and IMAX global executives.

Results

The “upgrade my experience” activation generated very positive comments on social media and we gained more than 1 million followers in IMAX’s Facebook fanpage. The Media Day had an impact on the most important media outlets in the country, which added a total of 85 repercussions in Entertainment sections (50%) as well as Technology (30%) and Lifestyle (20%) and generated an Earned Media of + USD200K. More than 50% of the articles were published in Tier 1 media.