Electrify creates film experiences with Haagen-Dazs and Luna Cinema

One of Haagen-Dazs film experiences at Hampton Court Palace
One of Haagen-Dazs film experiences at Hampton Court Palace

Luxury ice cream brand Häagen-Dazs and The Luna Cinema have collaborated with agency Electrify to bring movie experiences to cinema-goers across the UK this summer.

As part of the new global House of Häagen-Dazs campaign, the outdoor screening specialists is working with the General Mills brand to create screening experiences at a number of UK locations throughout the summer until September.

This includes Kew Gardens, Ascot Racecourse, Hampton Court Palace and Warwick Castle, which will feature films such as Breakfast at Tiffany’s, Some Like It Hot and Grease.

Ed Culf, marketing director at General Mills said: "The Luna Cinema experience is just one element of the House of Häagen-Dazs campaign; a global initiative to assert the brand’s quality, pioneering and craftsmanship credentials whilst captivating the audience in new and exciting ways."

During the screenings, attendees will be given a taste of one of the Häagen-Dazs Secret Sensations mini-cups, available in Chocolat Fondant and Crème Brûlee.

Guests will also be photographed at the events and given the chance to create a special online album using a unique QR code, as part of a digital drive to build awareness through social media channels.

Heather Jemetta, senior project manager at Electrify, added: "We’re delighted to be working with Häagen-Dazs on this campaign, which will be an experience for all the senses. The Luna screenings are the perfect setting for a fusion of sights, sounds and tastes, complimented by a targeted multi-channel marketing drive."

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