To help promote the release of DreamWorks Animation’s The Bad Guys movie which landed in cinemas on 1st April 2022, we were tasked with finding a relevant brand partner who could help promote the movie’s heist storyline and good and bad themes among family and young adult audiences in a fun and playful way.





We partnered the film with Buy A Gift, who offer a range of exciting, adrenaline-pumping and relaxing experience packages including helicopter rides, escape rooms and spa days. Offering consumers a 15% off discount code – HEIST15 – the brand created a ‘Bad Guys Hub’ on their website. This included a competition to win a family experience box and interactive activities – a ‘Which Bad Guy are you?’ quiz and downloadable activity sheets. The campaign was communicated via digital, eCRM, organic social and influencer activity.



The campaign went live across the UK with 300 experience boxes featuring Bad Guys-branded inserts being distributed. It garnered 22.9k competition entries, 541k


total impressions across and social media, and 1.25k completed the quiz on the Buy A Gift website. The Bad Guys opened at $3.1m at the UK box office.