/50 marks

SECTION:
B

Student Colleague Name:

Dhiraj Shetty-
101250299
Who is the Centrum Vitamints-Gum
Launch Sponsor?:
 On the next page, in well written bullet point form, insert / type in
the name of the sponsor and give a brief description of “why you
chose” this particular brand / sponsorship property….?
.
Who is the Centrum Vitamints-Gum
Launch Sponsor?:
 Sponsor: Cineplex /10 marks

 Why?

Cineplex is
headquartered in
Toronto, Canada, and
operates 164 theatres
with 1,676 screens
from coast to coast,
serving approximately
77 million guests
annually through the
following theatre
brands: Cineplex
Odeon, SilverCity,
Galaxy Cinemas,
Scotiabank Theatres,
Cineplex Cinemas,
 Who is the Centrum Vitamints-Gum
Launch Sponsor?:
Cineplex VIP Cinemas, Famous Players and
Cinema City.
The reach what Centruim Vitamints-Gum is looking
for to improve its presence, Cineplex would be the
best option to partner and promote the product.
Reason to choose this brand
1. 164 theatres with 1,676 screens from coast
to coast, serving approximately 77 million
2. Given that movies change every week, the
consumers keep coming back time and time
again.
What is the S&E IMC-Activation Theme?:
 Upon deciding on your sponsor and providing solid rationale, put
your creative hat-on, “connecting the dots” in determining the
right “umbrella theme” to “weave through your integrated
program” and ultimately “activate”. This of course is what
“anchors” your sponsorSHIP related – traditional advertising,
digital media, live events / PR, Cause Alliance ideas.
 Remember it must meet the cases objectives, resonate with
your primary target market and overcome the barriers to entry.
 Insert your theme on the next page.
 /5 marks

What is the S&E Sponsorship IMC Theme?:

“The Coolest Vitamin”

What does the IMC Promotion-Activation
Look Like?:
 Building on your new S&E Sponsorship IMC “theme”,
conceptualize your “promotion-activation ideas” in an integrated,
blended fashion.

 Then, when your ready, insert in simple, well formed / focused

bullet points to describe each of your activation ideas on the the
subsequent slides. Bring them to life for the reader! (Pete).

 Lastly, summarize in really (really) brief bullets “activation

elements” columns on the last “program recap slide”, This is the
wrap-up portion of any S&E industry presentation. It puts together
all of the IMC promotion-activation visually for the audience:
 IMC-Traditional Advertising
 Digital Media
 Live Event(s)
 Cause Alliance
 /5 marks
S&E Sponsorship IMC – Traditional Advertising:
 Summarize your Traditional Advertising Promotion-activation ideas…

As cineplex has their own Magazine called Cineplex Magazine, Centrum Vitamints can be

easily promoted here.
Its most popular entertainment magazine in Canada, and the second most popular
magazine in Canada overall.
With 3.8 million readers per the issue, it’s also Canada’s #1 magazine with readers age 12
to 54!

Source(s) of Inspiration: Insert relevant text

 S&E Sponsorship IMC – Digital Media:
 Summarize your Digital Media promotion-activation ideas…

Cineplex.com is one of the most viewed website in Canada.

Cineplex Online and Mobile deliver an average of 5 million unique unduplicated visitors
per month, which ranks in the Top-15 entertainment properties in Canada!
It has 1.9 million Average Monthly Online Unique Visitors and 3.6 million Average Monthly
Mobile Unique Visitors
Cineplex app is the top mobile app in Canada
Centrum Vitamints can attract mobile visitor    
 S&E Sponsorship IMC – Live /5 marks
Event(s):
 Summarize your Live Event(s) promotion-activation ideas…

Cineplex theatre is the best property to do live events as they have as consumer keep
coming to view new movies every week.
Cineplex has Interactive media zone (Wall to Wall Fun) & Top Popper Challenge to
engage customers for live events
Centrum Vitamints can offer a wide range of ways for clients to engage with the guests in
theatre lobbies.
Screens utilize touch and motion, full audio play and record, video, and can connect with
guests and create a one-of-a-kind experience that invites guests to interact with your
brand.

Source(s) of Inspiration: Insert relevant text

 /5 marks

S&E Sponsorship IMC – Cause Alliance:

 Summarize your Cause Alliance promotion-activation ideas…

Raising awareness on Vitamin Deficiency-

Objective
Cineplex Association will announce it's initiative to support a cause “Make Everyone
Healthy,” a campaign with Centrum Vitamints to communicate in Canada. The objective
of the campaign was to build instant awareness on Vitamin deficiency and tackle the
situation. Cineplex Media will participate by not only airing the spot on-screen during our
Show-Time segment, but going a step further to create an interactive experience which
will bring the campaign to life by engaging guests with the Global Goals and providing an
opportunity to share their goals of choice on social media.

Traditional Advertising
·      Display the product ad around the
exclusive interviews of Hollywood stars,
beautiful photos, behind-the-scenes
movies scoops and movie release
schedules.
·       The product will be also promoted in
editorial Calendar which is released by
Cineplex Magazine, Designed to pique
consumer interest and help the
advertisers reach their consumers in
relevant and engaging ways,
·       Centrum-Vitamints ads are shown
in cineplex theatre before the movie
starts
·       Small Banners of Centrium near
the ticket counter
·       Popcorn packaging with Centrum
pic
Digital Media
A combination of well-placed ads
and exclusive content that ranges
from behind-the-scenes interviews
with movie stars to one-on-one
chats with Canadian musicians to
trivia and home entertainment and
news.
Pop-ups ads of Centrum-Vitamints
admin website during movie
trailers, dates of screening across
the country.
Live Event(s)
· Top Popper Challenge - The packets of
Centrum Vitamints, along with obstacles like cell
phones and 3D glasses, fall from the top of the
screen, guests have to tap the Centrum Vitamints
to earn points and become champion!
  
1) Advantage of Popper Challenge- 
a) 2% guest conversion rate
b) 99 seconds of dwell time
c) 48 seconds average time attention
 
·       Screens utilize touch and motion, full audio
play and record, video, and can connect with
guests and create a one-of-a-kind experience that
invites guests to interact with your brand.
mm
/15 marks
Cause Alliance
·       People in cineplex theatre will be
asked to pose for a photo in front of one of
the cameras (Interactive media zone).
·       The photo will be included in a frame
with the icon of the theme called “Make
Everyone Healthy". The guest could
forward the photo to a device via SMS or
email.
·       The link they received included their
name and included a link to visit
globalgoals.org. Facebook, Instagram,
Twitter, text or email links on the photo
enabled guests to immediately share it via
social media or with their direct contacts.
·       When shared, the post included the
message #MakeEveryoneHealthy
#TellEveryone. The guest’s image along
with their goal will also be placed on the
IMZ’s main screen in a collage, which
showed all the images of people who
stepped up to voice their support.
Done!