The Golden Choc Top is the most exciting time of the year for cinema goers as they have the opportunity to win free movies for a year. The campaign involved the production of LAM assets such as novelty cheques, choc top standees, flyers and posters in addition to competition collateral to increase promotional engagement and build the profile of the campaign in-cinema and across social media. The introduction of novelty LAM assets ensured the competition had an increased presence at the box office and candy bar as patrons became familiar with and were actively engaging with the competition. The large choc top standees in particular were a key success allowing for promotion of the competition to also flow beyond the cinema out into social media as cinema-goers were sure to share their snaps online with their networks.
