Motorsport Helmets: Cinepolis x Checo Perez
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100,000+
Cinépolis is one of the largest cinema chains in the world, operating over 900 screens across 30+ countries, with a dominant presence across Mexico and Latin America.
To celebrate Sergio "Checo" Pérez and his home Grand Prix, Cinépolis partnered with Pop Up to create a limited edition buildable cardboard helmet — produced exclusively for their Combo Checo promotion and distributed across every Cinépolis theatre in Mexico.
The Activation
Customers purchasing the Combo Checo received a flat-pack Checo Pérez branded helmet alongside their popcorn and drink. The helmet assembled in under 60 seconds — a wearable, shareable fan moment that could be taken home long after the credits rolled.
Helmets were distributed across Mexico, tying F1 excitement directly to the cinema experience and giving Cinépolis a physical, collectible product that drove combo sales and social engagement simultaneously.
Why It Worked
The Cinépolis activation demonstrated something important: Pop Up products are not just for stadiums and race weekends. Anywhere fans gather — a cinema, a restaurant, a retail store — is an opportunity to create a branded moment they can hold, build, wear and keep.
