Innovative Ad of the Week: Entertainment One 'The BFG Dream Jar Trail' (UK)
To promote the upcoming movie remake of Roald Dahl's 'The BFG', Entertainment One has launched a experiential campaign which uses Google's Nearby Notifications beacon technology to bring six-foot "dream jars" to life.
A total of 50 "dream jars" have been dotted around London in an initiative which plays on the concept that the BFG bottles dreams and blows them into childrens' bedrooms. The six-foot jars contain the childhood dreams of a range of celebrities including film director Steven Spielberg and actor Mark Rylance.
Adding a new layer to the campaign through the help of Zenith by using Google's beacon tech, which launched last month, Android users (with Bluetooth switched on) that pass by one of the activations are notified that they are in close proximity (within 15 metres) to one of the real-life jars. If a user clicks through, they are given more information about the jars, the installation and the film. IPhone users can access the same content through Google Maps or Google Now.
The initiative is part of a wider 'The Giants Are Here' campaign to promote the new film release. One of the executions include 'breaking news' alerts in primetime ITV programming, social and native online content.
Kezia Williams, head of theatrical distribution at Entertainment One UK said: "The BFG Dream Jar Trail is a hugely exciting initiative. Not only does it offer the perfect way for us to engage with the audiences ahead of the film’s launch, but it also presents a fantastic opportunity to make use of innovative technology to offer consumers a wealth of digital content."
Bosco Tench, planning manager at Zenith, added: "In partnership with Google, we used our owned-first planning approach to devise an innovative campaign for Entertainment One that would extend the reach of their experiential activity and encourage engagement with The BFG campaign at all stages of the consumer journey."
Check out the campaign video below: