Starcom MediaVest Group Create Exclusive Partnership
The tunnels under London Waterloo will come to life with a colourful cinematic experience in the lead up to Christmas, as Bulmers cider teams up with the Underground Film Club to showcase exclusive screenings of classic films.
The pop-up cinema will transform the dark moody décor of the historic underground tunnels into an abundance of colour and excitement as cinema-goers weave their way through the tunnels to the screening.
As part of Bulmers’ #LiveColourful philosophy, which aims to bring to life the joy of colour and variety into people’s lives, the six week collaboration with the Underground Film Club will see thousands of film fans attend the exclusive screenings and has been devised by Starcom MediaVest Group.
Emma Sherwood-Smith, brand director for ciders at Bulmers’ owner, HEINEKEN, says: “We will be bringing colour, light and excitement to an area of London that many people will never have visited before. The tunnels under Waterloo are usually dark and mysterious but with the magic of Bulmers, they will be transformed into a colourful space that is representative of the Bulmers ciders range.
“Linking up with the Underground Film Club means we can showcase classic films including Dirty Dancing, The Goonies, Home Alone and Back to the Future, in an exciting and atmospheric surroundings, and bring to life #LiveColourful through the dark winter months.”
The six-week pop-up cinema will run from the 6 November and have screenings five nights a week. Bulmers’ consumers will be able to win tickets via social media channels as well as purchase tickets from EventBrite.
Paul Hamilton, Associate Director at Starcom MediaVest Group said: “We are excited about the creation of this partnership for Bulmers, as we look to extend the #LiveColourful campaign and bring colour into the darker winter months. Through working with the Underground Film Club, we’re able to offer an immersive colour experience to our core audience in a unique environment they are unlikely to have previously visited.”
The Bulmers’ #LiveColourful range comprises Bulmers Original, Bold Black Cherry, Pressed Red Grape, Pear, and Crushed Red Berry and Lime.