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Cineworld promotes Disney Pixar's Up with popularity contest

LONDON - Cinema chain Cineworld has launched a viral game featuring Google Maps, in which people will compete to show how popular they are to promote Disney Pixar's 3D film 'Up'.

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The aim of the game is to get the most digital balloons attached to your home, seen on Google Maps, by asking friends and family on your online social network to each attach a balloon.

The game can be entered at www.cineworld.com/up and includes integration with Twitter, Facebook and MySpace.

Created by BD-Network, the competition is designed to mirror the film, about an old man who attaches balloons to his house to make it take off from Earth and take him on an adventure.

The top prize is four tickets to Disneyland Paris and two runners-up will get either a private screening of any film or unlimited access to Cineworld for a year.

Jason Waghorn, group account director at BD-Network, said: "This is a huge step forward in a distributor and cinema chain working in partnership to drive awareness of the film, interaction in the subject and of course box office sales."

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