The idea is to have a claim you can adapt to different situations.
"Einschalten." would be the fix part. The second part can be changed for example into "Einschalten. Abtauchen." or "Einschalten. Abheben". I show here pictures for both possibilities which can be expanded. For "Abtauchen" the Logo and Claim can appear wherever water is, also maybe on the window of an aquarium. "Abheben" can appear on every flying stuff, like balloons or maybe a tramolines as well. You can also combine the slogans on places like for instance an escalator.

To animate the people to enter bitbop on the web, the idea is to catch them in front of a cinema. When people come out of it after they have seen a movie bitboppeople gives them a flyer.
On the one hand there is a headline that can say "wanna see more movies?" which means: go to bitbop an see movies without annoying other people and without the sound of popcorn eaters.
On the other hand it informs them to participate in a competitive on facebook or twitter. Helpful could be a QR code. You have to answer questions concerning movies and you can win a hot balloon ride or one month for free in an outdoor pool. This is based on the "abtauchen / abheben" campaign.