Commuter paper mX and Warner Bros have taken to the streets of Brisbane to promote Movie World’s annual Fright Night, but in true mX style it was not your usual promotion.
mX distributors were transformed into zombies – complete with full cinematic hair and make-up – at nine distribution locations around Brisbane’s CBD.
mX publisher Fiona Mellor said of the campaign: “The nature of our product means we can offer advertisers cheeky but creative solutions across multiple channels for their campaigns.
“For Fright Night, we’re again utilising our mX distributors in a high-impact way to help Warner Bros engage consumers actively seeking out the newspaper.
“This campaign has been brought to life through collaboration between client, editorial, sales and circulation elevating the experience of picking up a paper on the way home.”
The campaign was be supported by editorial and advertising in-paper, on the mX app and through mX’s social media channels.
Last year Movie World’s Fright Nights program sold out with patronage up 45 per cent year-on year following a similar execution with mX.