Pets at Home Launch Interactive Game Across Cinemas in the UK

Pets at Home have recently launched their interactive game nationwide Digital out of Home campaign on Primesight’s digital interactive 6-sheet network. Their interactive game is live across 38 cinemas across England and Scotland.

Their geo-targeted interactive game was produced and built by Grand Visual and created by John Brown. The fast-paced game invites pet-loving cinema-goers to digitally feed animals with a chance to win cinema vouchers. The top 10 players will enter their name on the leaderboards and are issued voucher codes to spend in store, with location specific directions to their closest Pets at Home store.

The DOOH push was planned and booked by Carat Manchester and Posterscope, and runs in Vue, Odeon and Cineworld cinemas in England and Scotland until the end of September.

Tim Dowling, Head of External Communications at Pets at Home, commented:

“This is a new marketing direction for Pets at Home and it’s a great fit for our brand. Pet lovers are warm, tactile people who enjoy interacting with animals. This campaign is targeted and fun, and gets people interacting with our brand in a natural and hands-on way. The campaign rewards user participation and incentivises participants to visit our nearest store to spend their vouchers.”

Tim Last, Products & Services Director at Grand Visual said:

“Few interactive campaigns have been done on this scale in the UK before. Primesight’s cinema foyer network is a unique canvas with national coverage, long dwell times and touch-screen technology. The game is simple, fun and instantly accessible to pet loving families.”

Dan Sharp, Head of Digital, Primesight said:

“We thrive on working with brands looking to digitise their messaging and take their out-of-home advertising campaigns in a fresh and innovative direction. The capabilities of OOH are showcased through our touch-screen cinema network, which is the perfect platform for Pets at Home’s eye-catching creative.”