Targeting women while they are out and looking their best was the aim of a recent in-cinema strategy from Revlon.

The beauty brand’s Timeplay-based activation allowed winners of the pre-movie trivia game to cash in and collect a free tube of lipstick immediately following the game.

The activation was conceived by the brand’s new media agency, Maxus’ in-house creative technology division Metalworks.

The Timeplay game, and vending machine tie-in were placed in cinemas playing movies adults would be going to see on a night out, with the activation timed to go live around February’s release of 50 Shades of Grey, and also ran ahead of The Second Best Exotic Marigold Hotel. The campaign was live until the end of March, and was in 28 cinema locations in Montreal, Toronto and Vancouver.

In order to win a Revlon UltraHD lipstick, Timeplay players had to get the top score in the brand’s classic love and romance movie-themed trivia game. A voucher for the lipstick was sent to the winner’s “My Stuff” folder in the Timeplay app, which could be redeemed at the vending machine on site.

Second and third-place finishers in the game, as well as passersby in the theatre could get a coupon from the machine by entering their email addresses. Touchscreen vending machines for the project were supplied by New York City-based Vengo. The vending machines played Revlon’s “Love is On” spot on a loop when they weren’t in use.

Kerry Mitchell, growth driver, Maxus Canada, says preliminary results from the campaign show there were 800,000 taps on the vending machine screens, with about 35 seconds of engagement per participant. Overall 74% of Timeplay winners redeemed their coupon for a free lipstick after the movie.

Marking the brand’s first cinema activation of this kind, the project tapped into Revlon’s “Love is On” re-positioning campaign, which launched with a multi-platform push last fall.

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