Metro

Metro Retro Drive-Ins.

Experiential Marketing

Challenge
Grow loyalty and commitment to the Metro brand and local community stores.
Strategy
Deliver safe and memorable events during COVID to promote Metro as THE community grocer.
Solution
A drive-in movie experience in Metro parking lots across Ontario.
Results
6,500+ attendees, over $18,000 raised for charities, 67.7M+ media impressions.

Challenge

Overcoming the Challenge

In the wake of COVID, Metro was looking to grow customer loyalty and further position themselves as the go-to community grocer.

A family sitting in the back of an opened SUV trunk

Strategy

A Unique Way of Approaching The Problem

Going to a drive-in movie is typically a fun novelty experience, enjoyed by families for generations. The “Metro Retro” name and branding needed to be more than just a free movie. It needed to not only bring Ontario communities together, but also give back to those communities.

Someone using a tap to donate activation

Solution

The Proof Touch

Signing on as the Presenting Sponsor, Interac spearheaded the unique “InLife Marketplace,” an outdoor market that spotlighted unique, locally sourced, and diverse small businesses. Metro and Interac teamed up to support local charities with “tap and donate” kiosks where movie goers could reach out the window of their car and donate $5-$20 to a local charity using Interac debit contactless payment.
A brand ambassador handing a drink sample through a car window
A family sitting in the back of a pickup truck
A man with a guitar performing on a stage outside.

Results

Project Impact

Selling out Metro Retro Drive-In nights at all 20 locations, over 65,000 Ontarians attended the event. More than 80 small businesses benefited, resulting in over $18,000 raised for local charities.

67.7M

Media Impressions

20%

Increase in Brand Awareness

A family sitting in the back of a car holding chocolate samples
People interacting at a Metro Retro Drive-Ins event
A woman wearing a mask standing at a InLife Marketplace sample stand
A row of vendors stands in a parking lot
This project was no small feat.

Our team provided the following services:

Services
  • Event Production
  • Mobile Tour Logistics
  • Creative Services
  • Vendor and Production Management
  • Sponsorship Strategy & Sales
  • Sponsor Management & Activation
  • Video Production
  • Measurement
  • Brand Ambassador Recruiting & Training

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