IMAX came to YMC with the goals of increasing brand awareness, developing fun and educational content around IMAX differentiation, and driving millennials to choose the IMAX experience over competitors.


YMC developed and executed a nationwide student brand ambassador campaign across 8 campuses in close proximity to IMAX theaters:

  • IMAX Student Brand Ambassadors (“SBAs”) were tasked with executing a series of fun and educational events and micro-tactics
  • Campus events included IMAX hosted parties, sponsored study breaks, flash mobs, and surprise and delight moments
  • IMAX also sponsored a Fan-of-the-Game opportunity where one lucky group of 4 student fans received ticket upgrades to “become part of the action”
  • SBAs familiarized their peers with the local movie theater’s IMAX offerings, and educated around IMAX differentiators


  • Over 4.6 million total impressions were generated throughout the course of the year-long program
  • IMAX ticket sales at theaters local to program campuses grew year-over-year, and IMAX showtimes consistently sold out before other enhanced-experience and 3D products
  • Students responded very positively to positioning of the IMAX brand as a premier movie experience