The Loyalty program is an annual campaign for Harkins Theatres in which they sell souvenir cups and t-shirts that are redeemable for discounted soft drinks and popcorn. Out of several agencies, and after several rounds of concepts and designs, the Ideas Collide “Class of 2017” concept was selected!
Create an original and unique concept that appeals to every type of movie goer and includes highlights from the entire 2017 movie schedule. The design and content had to be extremely visually interesting across multiple mediums including digital, print and even a mascot costume.
Our inspiration was to create a concept for the loyalty cup that would complement and enhance the already fun and exciting atmosphere customers experience when they arrive at a Harkins theater by creating an emotional connection with customers based on the movies they love.
The “Class of 2017” concept puts the customer in a world where the characters and stars of the movies released in 2017 intermingle with one another and have been re-imagined as part of a “Class of 2017” yearbook – complete with class pictures, Prom king and queen, and even wacky yearbook quotes.
In November 2016 the Harkins Theatres Yearbook concept was rolled out in movie theaters and online. The design developed and built by Ideas Collide is now being seen by movie goers who buy the loyalty cups, gift cards and t-shirts in the theater and online.