Movie-goers appear on the big screen as part of Goodstuff's promotional campaign for JD.
JD Sports Launches Immersive Campaign at Vue Cinemas
British retailer JD Sports invited filmgoers to be a part of their Family Portrait Christmas campaign during the opening weekend of Wicked and Gladiator 2. This innovative activation took place at Vue Stratford, London, and Vue Printworks, Manchester.
Participants were offered the unique opportunity to have their photographs taken in a JD-branded photo booth at the cinema premises. Their images were then displayed in real-time, as end cards following JD's Christmas ad cinema commercial. After the screening, participants saw their images across various out-of-home advertising spaces around Westfield Stratford and Vue Printworks, Manchester.
The cinema activation was initiated by Goodstuff, in partnership with Digital Cinema Media (DCM) and Grand Visual, with the aim of enhancing the reach and impact of the Family Portrait film while connecting JD Sports to popular culture.
Jaz Hogben, Business Director at Goodstuff, explained, "Our goal was to create an experience that would generate excitement and drive people into JD Sports stores. By aligning with major cinema releases like Wicked and Gladiator 2, we aimed to capture the attention of our youth audience, who spend a significant amount of time in cinemas before and after their films."
Hogben further emphasized that cinemas were chosen as the ideal platform due to the young demographic of JD Sports customers, stating, "Cinemas are vital for engaging with our target audience, who not only watch the movies but also spend considerable time in the foyer areas before and after the screenings."
The activation was planned for the weekend of November 22-24, which was expected to be the busiest weekend of the year for cinemas, given the release of Wicked and Gladiator 2. The move to tie in with a culturally relevant event aimed to amplify audience engagement and create conversation around the campaign.
This immersive campaign experience allowed viewers to connect with the campaign on a deeper level, fostering stronger brand recall during the crucial Christmas period. By strategically targeting key cultural hubs, JD Sports was able to create a festive, community-centric environment that reinforced the campaign's focus on diverse family forms during the holiday season.
The objective behind this activation was to turn the Christmas campaign into a shared, celebratory experience in a setting that complements JD Sports’ ethos of inclusivity and connection during the festive season. By doing so, the activation strengthened consumer affinity with the brand.
- JD Sports' Family Portrait Christmas campaign extended to sports and entertainment, as it was held during the opening weekend of Wicked and Gladiator 2 at Vue Cinemas in London and Manchester.
- The innovative activation offered cinema-goers a unique opportunity to engage with JD Sports, as their photos were displayed in real-time and later seen on various out-of-home advertising spaces.
- Goodstuff, in partnership with Digital Cinema Media (DCM) and Grand Visual, planned the campaign to maximize reach, impact, and audience engagement, especially among the retailer's youth demographic.
- This immersive campaign aimed to create a deeper connection with viewers, fostering stronger brand recall during the holiday season while reinforcing JD Sports' ethos of inclusivity and connection during the festive period.
- The activation intentionally tied into culturally relevant events, such as major cinema releases, to amplify audience engagement and generate conversation around the campaign on social media and other lifestyle platforms.
