Action Shots for Allegiant go Beyond the Wall

For the third installment in the blockbuster Divergent series franchise, eOne Films ran a promotion in Dundrum Centre with Spin 1038 where people were able to recreate the film poster by participating in a climbing challenge, specifically scaling a vertical wall with a rope. The whole activation was amplified by an outside broadcast of Spin Hits in the Centre. From over 170 pictures posted to Spin’s Facebook page, four winners were selected, which PML then coordinated with Exterion Media to be displayed in rotation on dPods.
Shauna McCafferty of ZenithOptimedia gives some background on the strategy and genesis of the multi-media campaign “We were challenged with Allegiant as the primary target audience is 15-24s and this age group is consuming less and less traditional media. We wanted to target them in a more memorable and engaging way by encouraging sharing of Allegiant content on their own social platforms to influence their friends and peers.”
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