Felix’s Up To Mischief campaign has now been extended to open-air screenings of classic films.

After drawing on the brand’s personality with a fun, interactive sampling campaign at Waterloo Station in March followed by disruptive adverts on London Underground escalator screens in the summer, Felix is now disrupting the open air cinema at Rochester Castle.

Felix will bring mischief to the opening credits of three open-air cinema screenings at Rochester Castle in Kent, where the black and white cat will come to life in an animated show through 3D projection mapping and a series of spoof surprises. Bringing some feline magic to a series of on-screen moments, viewers will enjoy a one-of-a kind advertising experience across the turrets of Rochester Castle. The activation will be supported by social media amplification and PR with the hashtag #uptomischief, continuing a series of mischievous activations by Felix this year, including an augmented reality series in Waterloo station.

Natasha Baranowski, Nestlé Purina Felix brand manager, said: “After the fantastic reception of the Waterloo activation and escalator adverts, we’re thrilled to bring the second phase of Felix Up To Mischief to life – this time, creating Mischief at the Movies with The Luna Cinema. Felix is the UK’s number one pet food brand and it’s a great privilege that we are in a position to explore cutting edge technology in our marketing efforts to bring to life Felix’s much-loved personality.”

The three film screenings at Rochester Castle include Harry Potter and The Philosopher’s Stone; Dirty Dancing; and Jurassic Park, taking place on 29 September; 30 September; and 1 October, respectively.