Creative director: Alyona Trifonova.
Product: popcorn.
Brand: CorinCorn.
Company: "Goryachiye krendeli "Sever", LLC.
Task: to run a collaboration to promote the product.
In order to attract attention to the product on the shelf and to give it added value, we launched an advertising campaign together with the online cinema service more.tv.
Promotion mechanics
1) Buy CorinCorn Microwave Popcorn with the promo sign.
2) Find the promo code inside the packaging.
3) Activate the promo code at its.more.tv/promocode.
4) Get 45, 90, 180 or 365 days free subscription on more.tv.
Promotion period: from 09/01/2021 to 08/31/2022 or until the expiration of the promo codes activation period, or until the sale of all products.
Especially for this collaboration, a special packaging design was created. It included a promotion icon on the front side and rules of the promo on the back side. On the badge we depicted a cozy composition
with a sofa, a wide screen, a remote control and a bowl of popcorn. In such way we demonstrated the situation of consuming popcorn and watching movies/ series right on the packaging. An additional sign about the gift was placed at the top of the packaging.
As part of the collaboration, an advertising banner with a selection of films was placed on the cinema’s website from promoted brand CorinCorn.
Also, as part of the collaboration, a brand's commercial was shown before the start of watching movies/ series in the free version of access to the online cinema. In the commercial, a certain flavor of popcorn was positioned as the perfect accompaniment to films of one genre : popcorn with pink Himalayan salt for romantic comedies, sweet and salty popcorn with demerara for adventure films, parmesan cheese popcorn for fairy tales. At the same time, the benefits of the product were also mentioned in the video.
For promotional products we held a photo session. The resulting images were used in advertising banners, e-mail newsletters.
To announce the action on Instagram of the cinema and Instagram of the brand there were raffled off prizes: additional subscriptions from the cinema and boxes of popcorn from the CorinCorn brand.
Instagram CorinCorn
Instagram more.tv
Comment from Ekaterina Kulina, Lead Partner Manager more.tv
"Our collaboration turned out to be very successful, largely due to the fact that Alyona is an excellent manager. She perfectly organized the process, monitored the fulfillment of all obligations, offered her ideas and did everything possible to support the promo on the part of her Client at the proper level. Alyona is always communicative, she is very easy to work with, she can quickly resolve crises. I look forward to the opportunity to launch equally cool projects with her in the future!"
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