Val Morgan & McDonald’s gamify the cinema experience

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AUCKLAND, Today: Val Morgan and McDonald’s have teamed up to gamify the cinema experience with the launch of CineGame.

The partnership is live across five Hoyts cinemas in New Zealand – Sylvia Park, Botany Downs, Wairau Park, Te Awa and EntX Christchurch.

Val Morgan Group NZ sales director Matt Tremain said: “New Zealand CineGame is an innovative brand activation that combines the power of gaming with the shared social experience of the cinema theatre.

“It revolutionises how brands can connect and engage with audiences during the cinema pre-show.

“The McDonald’s CineGame creates an unforgettable brand experience for movie-lovers, through an immersive interactive on-screen game that audiences participate in via their mobile devices.

“The specially created game allows the whole cinema audience to take part in a memory shuffle game by downloading the CineGame app and entering a unique code on the screen to join. Participants win McDonald’s prizes as part of the experience.

“The partnership extends beyond the screen and into the Hoyts environment through in-foyer screens and other Hoyts touchpoints such as solus EDMs and a dedicated event page, driving maximum exposure across the entire campaign period.

“It’s incredibly exciting to be the first market in the southern hemisphere to launch such an innovative experiential ad format.”

McDonald’s NZ marketing director Luke Rive said: “With the launch of My Macca’s Rewards, the timing of CineGame was perfect as a fun and different way to engage the audience and help build awareness of our new digital loyalty programme.”

“When Val Morgan approached us with an opportunity to launch CineGame in New Zealand, we felt that McDonald’s was the perfect partner.

OMD NZ business director Jennifer Hilliar said: “The timing coincided with the launch of My Macca’s Rewards and helped to demonstrate the value between rewarding McDonald’s customers within the app and those that engage in the cinematic experience.”

Matt Tremain: “It’s incredibly exciting to be the first market in the southern hemisphere to launch such an innovative experiential advertising format as CineGame.

“The big screen is the best place for brands to tap into an already engaged audience with a passion for content.

“Audiences who attend the McDonald’s CineGame sessions within the campaign period are set to have one of the most enjoyable and memorable pre-shows that only Cinema can offer.”

The McDonald’s CineGame is live until 21 September.


Media Owner: Val Morgan
Client: McDonald’s NZ
Agency: OMD NZ
Project Management: Val Morgan
Brandfit Game Development: Cinemataztic

About Val Morgan
The Val Morgan AUNZ network comprises 14,000 location-based digital advertising screens in cinema, retail, petro- convenience and fitness locations.

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