We delivered an experience that expressed the very essence of ‘Be There’. Imagine it’s Friday night and you’re sat in a movie premiere at the cinema. Out of nowhere the lead singer from Australia’s hottest dance act appears from the back and starts singing. The crowd goes ballistic, clapping, singing, and dancing in the aisles and on their chairs. For 4 minutes the cinema turns into a full-scale light and music show.Within hours of the movie finishing we sent an SMS to the crowd to view what they had just witnessed and send onto friends. At the same time the content was being spread virally on YouTube and Facebook.By morning the next day the word was out, and 40,000 Smirnoff fans were wishing they had been there too.The next best thing to being there is watching it, so make sure you watch the video!

500 people can now say they were truly there when the Potbelleez hijacked and played in the middle of a movie premiere. A further 40,000 of their friends watched what happened on YouTube, and judging by the comments they left, wished they were there too.We had almost 100% of people in the cinema request the content be sent to their phones.The creative use of cinema really cemented the ‘Be There’ idea, and helped the brand achieve an increase in brand-for-me score of 10% by the end of the first month after launch.