How to break the classic movie sponsorship scenario, generate appeal and surprise and keep best of the audience.

We managed to generate talk value about this new way of getting 'inside' a movie plus achieving 25% more rating by being present during the programme itself without generating rejection from the audience. We generated a new business for the channel and the client also decided to go on with the experience transferring it to all the movies being aired by the channel

Television: we intervened in the movies pinpointing the exact scenes to insert our product Cristal Beer, imitating in detail its look, in such a way that we became part of the plot, keeping the audience from going away and generating surprise.

These interventions were carried out in the scenes prior to the commercial breaks.

We acquired differentiation from traditional TV movie sponsorships, inasmuch as product presence extends a scene without altering it, keeping the audience’s and market’s attention, and generating surprise and talk value. This was the start of a series of interventions in movies with high-level audience ratings, which are already generating a change in the marketing of these spaces in Chilean TV.

Most spectators remain captive while watching a movie, and during commercial breaks other things distract them. We took advantage of the Star Wars saga airing and searched for the way of being immersed but not in the traditional way (logos and animated bands), but rather by becoming part of the movies.