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Blue Jays conduct Cineplex promotion

The Toronto Blue Jays baseball team recently conducted a promotion in association with Cineplex Media. The initiative, developed by Cineplex and OMD, consisted of interactive installations about the Blue Jays in two Toronto Cineplex theatres. Each installation made use of three 84-inch touch-screens. The screens displayed video clips from the team's history. Consumers could also attempt to hit a simulated pitch through a gesture recognition system or create a baseball card featuring their own image. The application was developed by Cineplex Digital Solutions.

"We challenged our team to come up with new and engaging platforms upon which to create a powerful emotive connection with our fans," said Anthony Partipilo, vice-president of marketing and merchandising at the Toronto Blue Jays. "Cineplex's Media Zone has achieved that for us and allows us to reach fans in new and innovative ways outside of the ballpark."

Cineplex will roll out similar 'Interactive Media Zones' at 45 locations nationally this summer.

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