The brand has worked with out-of-home specialist Primesight on the experiential activity, which has been planned by OMD UK, Talon and Toast. It will invite moviegoers to become a laughing Babybel through animated, sound-activated screens situated in cinema foyers nationwide.
Participants will be able to take a selfie, which is then transfigured onto the image of a Mini Babybel. After choosing from a variety of different sounds, participants will be able to tap the virtual cheese to make it laugh, as well as using a QR code to send the picture to their own mobile devices.
Andrew Goldsmith, agency sales director at Primesight, said: "We’re thrilled to be part of the Babybel ongoing partnership with Red Nose Day. Our cinema digital six-sheets are a great way to connect with an increasingly digital-savvy audience including grandparents, parents and children who are willing to make themselves look funny for a great cause."
The activity launched on Saturday (28 February) and will run across three consecutive weekends in 16 cinemas with high footfall. A three-week TV advertising campaign will also drive awareness of Babybel’s partnership with Red Nose Day.
Primesight donated £30,000 of media space to Comic Relief in February.
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