The Rec Room

Cineplex turned to MILK to support the opening of their second Rec Room location in BC, a three-story, 47,000 sq ft location with three restaurants, over 75 games and endless opportunities for fun. Using a pre-launch, launch and post launch approach, MILK has so far secured over 21 million media impressions for the downtown Vancouver location.

Our awareness campaign kicked off with a hard hat tour which brought select top tier media in Vancouver into the venue for a first look and tour with senior executives from the Cineplex team.
This preview event secured 5 million impressions, with coverage in Vancouver Magazine, Daily Hive, and a full page print feature in The Vancouver Sun.
Over 21 million impressions
22 pieces of media coverage 2.6 million organic social media impressions

As we neared the opening date we brought Daily Hive back in for a peek at the completed space to share news of the menu, drinks, and food on offer to their audience of 1.5 million. A full press release officially announced the opening of this impressive entertainment venue, which netted an additional 16 million impressions.
Our campaign was further supported by local influencer Daniella Atkinson, who conducted “streeter” interviews with the public in advance of the opening, asking trivia questions themed around iconic video games and characters.