K•Swiss Announces Exclusive Partnership with Screenvision to Launch First In-Cinema Campaign

on August 12, 2010
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New York, NY -- Screenvision, the leading innovator in cinema advertising, and California Sports Company K•Swiss have entered into an exclusive partnership to bring the California Sports brand's "Have an Awesome Day" campaign to moviegoers across the country. Marking the company's first foray into cinema advertising, the partnership features a 30-second spot airing in the Screenvision preshow‘s best-in-industry Premium PodTM positioning. The campaign will run in-cinema beginning August 13th through August 26th and will be complemented by an exclusive screening at the Muvico theatre located in Thousand Oaks, California.

The K•Swiss campaign will run across the vast Screenvision Programming Network of more than 15,300 screens across 2,400 theatre locations, with penetration in all 50 states and 93% of DMAs nationwide. Screenvision currently represents 17 of the top 25 movie exhibitors.

"We are thrilled that K•Swiss has chosen Screenvision to launch its first in-cinema advertising campaign," said Mike Chico, Executive Vice President, Sales, Marketing and Research, Screenvision. "K-Swiss' commitment to team with us further showcases how in-cinema advertising, due to its effectiveness, is becoming a bigger part of yet another major national marketing campaign."

David Nichols, Executive Vice President of K•Swiss added, "Screenvision allows K•Swiss to reach moviegoers nationwide during the peak summer season. Our ‘Have an Awesome Day' spot will be a natural, feel-good addition to the movie experience and help us reach a uniquely captive audience."

The exclusive in-cinema spot is a component of the company's "Have an Awesome Day" campaign, which celebrates the brand's ‘California cool' heritage and joy of sport. Set in California, the spot tells visual stories of idyllic California days set through a combination of playful characters and world-class K•Swiss athletes.

 

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