Through the promotion, the Oreo brand, on sale across the UK since March 2008, is targeting family members going to the cinema together and sharing the experience of blockbuster movies. The brand is sponsoring advanced screenings of family movies in Vue cinemas across the UK.
For the highly anticipated Harry Potter and the Half Blood Prince and Ice Age 3, Oreo branded magnetic photo frames will be distributed in cinema foyers while engaging attendees through an original mobile competition set up by Phonevalley, in partnership with MediaVest.
From 26 June to 19 July in Vue cinema foyers around the country, families will be encouraged to strike a pose with the interactive Oreo standee for the chance to win one of several prizes including a family holiday to Universal Studios, Florida.
To enter the promotion, entrants simply use their mobile phone to take a photo of their family and friends with the Oreo standee and text it to a shortcode, or email if they own an iPhone or BlackBerry.