License to PR worked with Penguin Random House Children to kick off the 2021 festive season by inviting 9 key UK influencer families to The Snowman Winter Window Workshop and Screening Event at Picturehouse Central in London to help generate brand engagement for The Snowman and The Snowdog at Christmas whilst showcasing how it is a well-loved brand that can be integrated seamlessly into festive family traditions
We presented a live draw-a-long session with renowned British artist, James Lewis, to help guests create their own The Snowman Winter Window with an exclusive screening of The Snowman and The Snowdog in a luxurious cinema environment. Guests were then kept entertained at a post-screening festive reception with engaging winter themed activities such as wreath decorating, face painting and storytelling whilst also facilitating a costume character appearance at the event for Instagram-able photo opportunities in order to build awareness and excitement around Penguin’s perennial Winter Windows campaign.
The event saw 100% of influencers post content from the event without being contracted or sponsored. They created genuinely lovely and heart-warming content that reflected the event in a positive light with relevant accounts and hashtags included. For many of our guests, this screening marked the first time that many of their children had been to the cinema making the event
a special day out for them.
To round off the event and end the festivities on a positive note, guests were provided with high quality goodie bags with a selection of beautiful The Snowman merch supplied from official licensees including a personalised Christmas Eve box for each family upon their departure.
