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O'Riley's makes things loveable for patrons

Sunday, March 02, 2014    

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PATRONS at Carib 5 cinema were treated to something extra by O'Riley's Rum Cream as a Valentine's Day gesture recently.

It was supposed to be a regular movie day, but O'Riley's, a local brand known mainly by the older generations for its variety of flavours and tastes, and winner in the 1995 A Monde Selection Silver Medal, jazzed things up a notch.

"We wanted to step outside of the barriers of conventional Jamaican marketing by being involved in an event by more than just branding and having our name being called every five minutes," said O'Riley's head of marketing, Russell Thompson.

"It's about interacting with your target and potential target audience and leaving a lasting impression, that is what we tried to achieve," Thompson said.

A bar was set up allowing movie guests to sample the various flavours the brand has to offer -- the Original, Coffee, Coconut and Banana.

The complimentary rum cream was not all patrons got that night, as Freeze Frame and O'Rileys had a large photo booth present for people to pose with a bottle of their favourite flavour of O'Rileys Rum Cream and a prop of their choice. Their pictures were taken and instantly printed as memorabilia by the company.

And that was not all.

When the crowd had disappeared into the theatre, Thompson and his team of technicians were busy behind the scenes to improve the quality of the night.

When intermission time ended and patrons were back in their seats waiting on the movie to continue, the curtains opened and to the surprise of many in the Carib 5 theatres showing Valentine's Day movies, a collage of all the pictures that had been taken on the night of every person who entered the photobooth was shown.

Lovers, friends and family sharing in the romance, laughter, happiness, joy and even some silly faces as they saw themselves on the silver screen. The one-minute show reel ended with O'Rileys wishing all patrons a Happy Valentine's Day.

Thompson said that the brand had successfully executed its "OMG moment", truly capturing the moments that last forever.

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