Bad Guys 2 - Cine-Heist
Briefed by Universal Trade EMEA HQ & IM Marketing, the Powster crew was called in for a high-stakes assignment: Turn everyday cinema foyer traffic into undercover agents on a cheeky, code-cracking mission.
Our approach
Families became “Cinema-ls” on the hunt for hidden passcodes on Digi6 screens & floor vinyls strategically placed around cinema foyers.
The task was simple: Find the codes, hit the microsite safe, and unlock rewards. Potential loot included sweet treats, popcorn discounts, social stickers and activity sheets.
The results
The heist was a global operation backed by 5 major cinema chains across EMEA territories, and an additional 40+ venues in US and Canada!
From Finnkino’s Children’s Sunday to the film's premiere in Dubai, cinemas all over became mission HQs. Movie-goers - ahem, young operatives - met characters, cracked clues, and bagged their loot.
The Heist was well-executed mischief that proved when distribution and exhibition partner up, there's no such thing as an ordinary trip to the movies - just two Bad Guys!
