Let MI See is a drive-in movie theater, a safe format for everyone. Xiaomi's summer project was for fans of the brand and lovers of good cinema.
Goals and tasks:
- increase brand awareness
- make the brand stand out from competitors and create an emotional bond with consumers
- create buzz around the project to increase PR value even with a zero media budget
- Xiaomi Summer drive-in theater in Moscow.
- We were the first to open!
- 6 July - 30 July 2020
Landing page
Content
New in Russia
Russian Premiere (the film was shown a month before its official release)
Russian Premiere
Also on the list:
«Gentlemen»
«Green Book»
«The Specials»
«My Dog Stupid»
«303»
«I, Daniel Blake»,
award-winners at the Cannes Film Festival.
Let Mi See was equipped with a projector and screen technologically superior to those in standard cinemas.
The largest car-sharing company, Delimobil, was the auto partner of the project. .
They were one of the first car-sharing services to start working in Moscow. After each viewing, all cars underwent mandatory sanitization.
After registering on the project's website, users got a bonus of 1 000 ruble discount on the purchase of Xiaomi products at Svyaznoy.
Additionally, movie goers got a 10% discount on the purchase of a Xiaomi smartphone.
Visitor reviews
PR results
