Memorex, HP go in-theater

Two major brands have launched new pre-show campaigns.

First, Memorex has created a cool sing-along spot for its WeTime campaign that encourages people to join in to a rousing rendition of “Jingle Bells” as hosted by an enthusiastic elf. As the text at the end of the spot suggests, I would imagine this is indeed more fun than just sitting there and, I think, more honestly engaging than efforts that try to get people to send text messages or take some other action. Singing “Jingle Bells” in a crowded theater, after all, is more apt to that sort of tongue-in-cheek humiliation that’s so easy to give into.

Second, Hewlett-Packard is working with both National CineMedia and Screenvision networks to put demo booths (Brandweek, 11/29/09) in theater lobbies – with supporting spots in pre-show segments – to promote and market their Photosmart Premium with TouchSmart Web printer. People will be able to come to the booth and interact with the device directly, an experience HP believed would be more influential than relying solely on traditional non-experiential advertising.