The challenge

Time Out exists to connect city-dwellers to incredible experiences. Each of their platforms – social, newsletters, website, and live events – is dedicated to this purpose. So when Häagen-Dazs came to them looking for a partnership that would give London the ‘Summer of Summers’, they knew they could create something incredible together. 

With the shared goal of creating a truly memorable summer for Londoners – and with the added alignment of Time Out’s expert film credentials and Häagen-Dazs’ unique affinity with cinema – they decided the time was right to relaunch Movies on the River. Time Out hadn’t run their flagship summer screening series in 2019, and knew that with this partnership, it had the potential to be bigger and better than ever before. 

The big idea

As the world’s most trusted city guide, Time Out knew they had the reach, the platforms, and the expertise to create something truly special. The result: Movies on the River in partnership with Häagen Dazs, a month-long series of sunset screenings curated by Time Out’s film editor, Phil de Semlyen, against the beautiful backdrop of Tower Bridge on the River Thames.

Time Out chartered a luxury City Cruises boat for the entirety of August, with five screenings a week. The boat was wrapped in co-branded vinyls and they created a bespoke Häagen-Dazs ice cream bar on the upper deck where the screenings took place.

A supporting media campaign ran throughout the summer to sell tickets. A curated line-up of films included classics like Dirty Dancing and Grease, and newer blockbusters like Top Gun Maverick and Little Women, all selected to give guests the ultimate feel-good summer vibe. Each event included a 30-minute Thames cruise through central London, before a screening moored by Tower Bridge. There is, quite simply, no other event in London like it; a unique way to experience the capital and enjoy top-notch cinema.

As headline partner, Häagen-Dazs felt deeply integrated into the experience. All guests received a Häagen-Dazs mini cup on arrival, with more ice cream available to buy during the film. Guests wrapped up warm with a burgundy branded blanket and used branded headphones. 

The results

• 2,595 tickets sold
• 81% sell-through rate
• 90% attendance (attendees vs tickets + guestlist)
• 2849 ice creams distributed
  • 2328 free mini cups at the events (paid-for product)
  • 521 daytime sales
  • 4 additional evening sales 

What guests thought:

• 83% liked or loved the event
• 62% of respondents were likely or very likely to buy Häagen-Dazs after coming to the event
• 43% called out Häagen-Dazs as a element of the event they loved

“Truly amazing event”

“Loved it”

“It was lovely and joyful. We’ll definitely book another one”