Bearing in mind how mobile devices are becoming an extension of teenagers and young adults, we knew that our latest Frozone promotion needed something 'out of the box' to drive them into Hoyts for an icy cold sugar hit. So we created a location-based game that turned 5000 public seats across Australia into cinema seats, daring them to wonder: Is the seat I'm sitting on a ticket to the movies? 

And the only way they could find this out? By downloading the Hoyts app, of course – which they did in droves.