CASE STUDY: PETER RABBIT
UK Home Entertainment Release (2018)
To celebrate the eagerly-awaited home entertainment release of Peter Rabbit, we invited media and influencers to an immersive, secret cinema style screening experience for parents and their kids at The LookOut in the heart of Hyde Park – on Beatrix Potter’s birthday!
The LookOut enables people of all ages, abilities and communities to escape the hustle and bustle of the city and learn about the natural world, and take part in family and wellbeing activities.
The event was created in partnership with the kids cinema specialists Cine Mini and the space was decorated and themed to Peter Rabbit. There were crafting activities, real animals to pet, and a chance to meet Peter Rabbit. Each family received a special party pack to enjoy during the film. Key influencers and bloggers were also sent a party pack to get involved at home and share their party pictures. Family movie moments were captured and shared across Facebook, Twitter and Instagram.
Instagram bunny stars Alfie & Biscuit supported on their Instagram channels and craft YouTuber Red Ted Art shared a fun themed game on her channels. The launch also had widespread coverage in kids media including First News and Primary Times. There were competitions and activity sheets in key kids media including The Sun’s ‘The Fun’ supplement, and a promotion with Fun Kids Radio. On DVD launch day we handed out energy-boosting carrot juices, cupcakes and toured media houses with Peter Rabbit himself!