Britvic is promoting Robinsons Juice over December and January with pantomime, encouraging families to put on their own musical-comedy theatrical productions at home. At the centre of the campaign is “Put On a Panto“, an interactive site hosted by Robin Heuser.
Visitors to putonapanto.com are able to access their own scripts, costume and prop designs for Cinderella, Snow White, Aladdin and Peter Pan, along with a fully featured autocue. An iPhone app provides sound effects.
The Panto campaign is an extension of Robinsons’ sponsorship of First Family Entertainment‘s 12 productions of pantomime classics across the UK between December 2009 and January 2010, playing to more than a million people during a six-week run from December 2009 to January 2010. FFE shows will include Aladdin and Snow White.
The promotion will also run in conjunction with Robinsons’ national “Search for a Star” campaign that seeks out budding performers aged six to 16 to star in local shows.
Leslie Davey, brand director for Robinsons at Britvic, said: “Panto is one of the quintessentially British family occasions which resonates well with the Robinsons brand.”
FFE is a joint venture between Live Nation and Ambassador Theatre Group which last year produced shows with appearances from Gareth Gates, Henry Winkler and Cilla Black.