June 26, 2009
Cineplex Entertainment has hired TrojanOne of Toronto to promote the opening of a new SilverCity Xscape entertainment centre in Newmarket, ON on June 26. The campaign, which is aimed at teenagers and video game players, makes use of a branded Mini and a number of promotional workers who are visiting youth events in the region. At these events, the workers conduct sessions of the game Guitar Hero and distribute cards that can be redeemed for gameplay at the centre. They are also distributing temporary tattoos that will entitle the wearer to special offers during the first two weeks of the centre's operation. "Our mission is to connect gamers and teens with the Cineplex Entertainment brand," said Imran Choudhry, senior manager of consumer engagement at TrojanOne. "By leveraging the activities, interests, and passions of their key market, we truly engaged consumers and have them excited for what's to come."
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