• by Karlene Lukovitz  @KLmarketdaily, April 28, 2015

Jolly Time is encouraging families to put down their screens and grab for the popcorn bowl with a new campaign, "Unplug. Pop. Connect.”

The campaign is designed to help the brand expand its social and email communities and encourage product trial.

Starting April 28, consumers can share their ideas and stories about ways to enjoy quality popcorn time together — "POP Moments" like games or craft activities involving popcorn — at UnplugPopConnect.com. Participants will be entered in a sweeps for a chance to win one of 100 prize packages that include Jolly Time product samples and branded items (like cinch sacks to stow their mobile phones).

Follow-up emails will encourage participants to add photos to their POP moments, and sign up for the brand's email newsletter.

The campaign, from Minneapolis-based agency Haberman, will also include Facebook advertising, promotion on the brand's social media channels, and public relations. 

Jolly Time is also working with an "influencers" network to do outreach to targeted consumers and bloggers; those who opt to post about the promotion on their social media channels will receive coupons.