Tesco Clubcard members get free festive movie nights

Tesco is expanding its “Become more Christmas” campaign by joining forces with UK multiplex cinema chain and Clubcard rewards partner Cineworld to deliver Tesco Christmas Movie Nights, open to the retailer’s loyal customer base.

Created and executed by WPP media agency EssenceMediacom and entertainment marketing agency elevenfiftyfive, the scheme offers a series of complimentary cinema screenings of Christmas films for Clubcard members – as well as staff – across 98 UK Cineworld cinemas.

The role of this activation was to create tangible rewards and experiences that align with the wider “Become more Christmas” campaign to drive emotional engagement among its critical customer and employee base. Crucially, the campaign aims to build association between Tesco and positive Christmas sentiment.

The cinematic line-up promises a first-look at the new Wonka film on the day of its UK release, as well as festive favourites such as The Holiday, The Polar Express and The Muppets Christmas Carol during December.

As part of the partnership, there are also physical activations being rolled-out across the cinemas. Tesco is offering branded food and drink products and decorations throughout the space for a 360-degree branded experience. The campaign ads will also air at each film viewing.

EssenceMediacom partner Jonathan Robson said: “To build on Tesco’s mission to help the nation ‘Become more Christmas’ and give something festive back to their best customers, we tried to bring the Christmas experience to life.

“Working with elevenfiftyfive and Cineworld, we’ve designed a campaign that helps Tesco participate in culture in a playful and engaging way. With Tesco branding and sampling stands donning each Cinema space, we’ve helped to create a winter wonderland that breaks through the noise, helping the brand to stand out among shoppers looking for both value and delight in retail experiences.”