Creative, Strategy, Experiential, Influencer & PR.

In collaboration with DCM and StoryLab we brought the Oreo & The Batman global partnership to life in the UK with a huge 3 day immersive theatre production to drive pr, trial & engagement.

WHY

Our initial challenge was to explore the space where the fun and playful nature of Oreo met the dark vengeful world of Batman. Within this space we were tasked with creating and delivering activity to drive PR & engagement alongside product development and wider comms.

WHAT

Creatively we focused on the “who-done-it” element which is an iconic but also fun and playful pillar of Batman. Oreo cookies are a natural part of many film experiences anyway, but, to elevate the brand role we created a reality where Oreo had taken over the iconic Rio Cinema, UK. Once we had physically renamed the cinema with bespoke sign making we played out a multilayered production across 3 days where paying audiences entered a live crime scene and became a part of an immersive who-done-it supported by adverts, PR & tactical influencer engagement.

Creative & Strategy.
Art direction & Set design.
Immersive theatre including live actors.
PR & Influencer engagement.
Unique (and delicious) collaboration with Meringue Girls.

IMPACT

The takeover drove over 1,300 attendees to the Rio Cinema for the experience, with full capacity across the nine screenings. The average number of people per showing was double that of the rest of DCM’s estate for the opening weekend.

The presence of the Oreo x The Batman partnership has also been significantly driven by the activation too, with recall of the partnership being 166% higher for cinemagoers who attended the Rio vs. a control who didn’t (78% recall vs. 33%).

With thanks to DCM, Storylab, Admiral Signs, Darling&Edge, Elvis, TinMan, RubenFeels, RealiseLive, Warner Brothers, Rio Cinema, Ted Mendez, Joe Knowles, Adella Tucker, Mondelez International & Batman.