DreamWorks teams with Intu Shopping Centres for Home takeover

DreamWorks Animation has partnered with Intu Shopping Centres to launch a brand immersion campaign for its upcoming animated feature, Home.

The first of its kind in the UK, all 15 Intu shopping centres will house a multi-channel promotional campaign for the new film.

“With over a million visitors to our centres each day, the film will have major market penetration ahead of its launch in cinemas on March 20th,” said Roger Binks, customer experience director at Intu.

Centres including Manchester’s Trafford Centre, Lakeside and Intu Metrocentre wil host the national campaign, incorporating ambient media, workshops and experiences aimed at children, along side appearances from the film’s leading character.

Intu will also host a series of online competitions and social media initiatives, while Home will be promoted through a home page advertising takeover of

A trailer of the movie will also run when any of the 1.8 million registered users log onto the free WiFi in any of the Intu centres.

The shopping centre group expects its portfolio of retailers, restaurants and leisure operators to experience increased footfall throughout the campaign.

‘Thousands of customers will be able to see the movie when released at an Intu centre, this will encourage customers to stay longer and return more often,’ read a statement form the Group.

“Intu is the only company with the national coverage of prime and super-prime centres to be able to reach millions of people in the mood to buy,” continued Binks.

“Top brands such as Microsoft Xbox, Diageo Baileys and Coca-Cola have leveraged this position to engage with their customers. We are focused on creating a compelling experience for visitors, giving clear business advantage to retailers and brands.”

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