Ankener

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Screenshots from successful integrated promotions at Loews Cineplex Entertainment, Time Out, TVGuide.com and ReadersDigest.com.

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Ankener

  1. 1. Engaging Interactive Promotions May, 2009
  2. 2. <ul><li>Spearheaded Online Partnership with StartSampling.com </li></ul><ul><ul><li>Interactive distribution of tickets to the theatrical premiere of Jay and Silent Bob Strike Back </li></ul></ul><ul><ul><li>Opportunity to ‘Sample’ Loews Theatres </li></ul></ul><ul><ul><li>Represented an opportunity to reach a motivated community of users when we opened new locations </li></ul></ul><ul><ul><li>Interactive ticket distribution allowed Loews to create successful revenue-generating promotions </li></ul></ul>
  3. 3. <ul><li>2001: Loews Cineplex Entertainment </li></ul><ul><ul><li>Grand Opening of Loews 34 th Street in NYC </li></ul></ul><ul><ul><li>Free movies offered to give consumers an opportunity to sample the new theater </li></ul></ul><ul><ul><li>Leveraged traditional media (newspaper, outdoor) and grass-roots “Guerilla” marketing teams </li></ul></ul><ul><ul><li>58,000+ registrants </li></ul></ul><ul><ul><li>16,000+ patrons attended, selling out each night. </li></ul></ul><ul><ul><li>Launched Loews’ early consumer database for remarketing opportunities. </li></ul></ul>
  4. 4. <ul><li>Holidays 2001: Cross Platform Marketing </li></ul><ul><ul><li>Partnered with Paramount Pictures and Nickelodeon Magazine to create an early cross-platform media promotion </li></ul></ul><ul><ul><li>Readers of Nickelodeon Magazine were driven to enjoytheshow.com for a chance to receive passes for two to an advance screening of “Jimmy Neutron.” </li></ul></ul><ul><ul><li>Established a lasting working relationship with Paramount Pictures & Nickelodeon </li></ul></ul>
  5. 5. <ul><li>2002: Viral marketing </li></ul><ul><li>Tell Me What You Want to See </li></ul><ul><ul><li>Designed to support the introduction of remote ticketing on Fandango.com </li></ul></ul><ul><ul><li>Customers were invited to register for a chance to win an advance premiere party for him/herself and up to 100 friends. </li></ul></ul><ul><ul><li>Registrants could design their own party </li></ul></ul><ul><ul><li>Invitations were sent virally through a custom engine </li></ul></ul>
  6. 6. <ul><li>Viral marketing: Tell Me What You Want to See </li></ul><ul><ul><li>Users customized their experience by selecting one of four films and desired theater location </li></ul></ul><ul><ul><li>Invited friends received personalized emails with friends’ names appearing in the subject line </li></ul></ul><ul><ul><li>Loews captured nearly 100,000 registrants, and its circuit-wide, theater-specific database was born </li></ul></ul>
  7. 7. <ul><li>Tell Me What You Want to See </li></ul><ul><ul><li>Viral effect driven via personalized email distribution </li></ul></ul>
  8. 8. <ul><li>Spring 2002: Loews Blast Off Ticket Contest </li></ul><ul><ul><li>Developed as part of the overall marketing platform for April-May, 2002 </li></ul></ul><ul><ul><li>Customers were driven to enjoytheshow.com to register their unique ticket number for a chance to win prizes </li></ul></ul><ul><ul><li>Unique winning ticket numbers were posted at each theatre </li></ul></ul><ul><ul><li>Created a unique online system that appeared to be tied to box office ticketing / cash register receipts </li></ul></ul>
  9. 10. <ul><li>Spring 2002: Loews Blast Off Ticket Contest </li></ul><ul><ul><li>Confirmations were sent via email to reinforce Loews’ database-building initiative </li></ul></ul>
  10. 11. <ul><li>Paramount Pictures’ The Core </li></ul><ul><ul><li>Once again partnered with Paramount and perfected Loews’ viral email system </li></ul></ul><ul><ul><li>This time, users were automatically emailed when their friends invited additional friends, exciting the viral effect </li></ul></ul>
  11. 13. <ul><li>Holidays 2003: Holiday Escape </li></ul><ul><ul><li>Do You Have a Winning Ticket </li></ul></ul><ul><ul><li>Most successful integrated promotion for Loews, reaching 30mm+ consumers </li></ul></ul><ul><ul><li>Integrated retail/online solution operated independent of box office ticketing </li></ul></ul>
  12. 14. <ul><li>My Cineplex </li></ul><ul><ul><li>Loews Cineplex was sold to AMC Theaters in 2005 </li></ul></ul><ul><ul><li>The custom email solution I designed at Loews still exists in Canada’s Cineplex Odeon Theaters </li></ul></ul>
  13. 15. <ul><li>Time Out New York </li></ul><ul><li>TONY Free Flix </li></ul><ul><ul><li>I used many of the theatre concepts to develop a sponsored online screening system for Time Out New York </li></ul></ul><ul><ul><li>Two revenue streams: Studio revenue AND third party sponsorship </li></ul></ul>
  14. 16. <ul><li>TVGuide.com Custom Solution – “Our Favorite TV Pepto Moments” </li></ul><ul><ul><li>Highlighted “sick” moments in television, integrating Pepto’s brand with TVGuide.com’s content in a fun and relevant way </li></ul></ul>
  15. 17. <ul><li>TVGuide.com: Sponsored Content </li></ul><ul><ul><li>Customized content created by a team of freelance writers who created and maintained custom blogs </li></ul></ul><ul><ul><li>Comcast sponsored TVGuide.com’s Star Wars Guide celebrated the premiere of all six episodes on Comcast Cable </li></ul></ul><ul><ul><li>Warner Brothers sponsored TVGuide.com’s blog about the best computer-animated features of all time </li></ul></ul>
  16. 18. <ul><li>TVGuide.com </li></ul><ul><ul><li>Jello Red Carpet Ready program </li></ul></ul><ul><ul><li>Sponsored content: Awards Show Updates, Celebrity Fitness, Entertaining Tips, Polls </li></ul></ul><ul><ul><li>Link to Jello’s “Red Carpet Experience” Sweeps </li></ul></ul>
  17. 21. <ul><li>2008: ReadersDigest.com “Branded Content Experience” </li></ul><ul><ul><li>Leveraged ReadersDigest.com’s expert prevention content to create branded environments that are true to Reader’s Digest’s core DNA </li></ul></ul><ul><ul><li>Customized visual design </li></ul></ul><ul><ul><li>Engaging tools included photo galleries, custom quizzes, editorially-moderated discussions and polls </li></ul></ul><ul><ul><li>Included homepage support and highlighted exposure across ReadersDigest.com </li></ul></ul><ul><ul><li>Content modules allowed us to extend reach into different content areas on ReadersDigest.com </li></ul></ul>
  18. 22. <ul><li>2008: ReadersDigest.com “Branded Content Experience” </li></ul><ul><ul><li>Integrated cross platform program for VICKS </li></ul></ul><ul><ul><li>Magazine and online media drove readers/users to Vicks’ sponsored “Winter Health Guide” </li></ul></ul><ul><ul><li>Vicks also sponsored RD.com’s “Colds and Flu” content section. </li></ul></ul>

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