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@TheDriveIn

Drive In cinema PR for the social distant era

 
 
 
 

The Brief

In the wake of the Covid-19 pandemic the live entertainment industry was in crisis. Having cancelled its festivals, Mainstage Travel tasked Full Fat with launching a new concept - a drive in cinema experience,  providing the nation with retro entertainment in a safe, social distancing environment.

Solution

Full Fat ensured @TheDriveIn were first off the blocks to capitalise on the nation’s desire for good news.

Rather than waiting for site confirmations and ticket releases, a launch campaign was devised to generate sign ups and interest before tickets went on sale weeks later. Being the first to market, we positioned @TheDriveIn as THE drive in experience for the social distant era.

We continued momentum post launch with an exclusive media and influencer event in London along with features and previews for cities up and down the country.

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 Results

  • 75k+ website sign-ups in 24 hours

  • 9k tickets sold in the first two hours of sale

  • 39 million earned editorial reach vis Sunday Brush / BBC / Guardian / Mail Online / Metro and more

  • 550 pieces of earned editorial

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