Your SlideShare is downloading. ×
0
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
HELEN COWLEY & JO UNDERHILL - LOVEFiLM
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

HELEN COWLEY & JO UNDERHILL - LOVEFiLM

464

Published on

Helen Cowley …

Helen Cowley
Head of Editorial & Digital Content, LOVEFiLM

Jo Underhill
Head of European Media Sales, LOVEFiLM

LOVEFiLM Case Study: Attack the Block

Marketing Movies Online Conference
13th June 2012

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
464
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing Movies OnlineAttack the Block – A Case StudyHelen CowleyHead of Editorial & Digital ContentJo UnderhillHead of European Media Sales
  • 2. The Evolution of Online MarketingOnline = Mobile + OTT + social + desktop browsing LOVEFiLM: We cater for a wide-ranging audience that have a variety of needs, with a variety of channels to accommodate. We can offer a complete film solution The emergence of „second screen‟ viewing
  • 3. What’s important for our audience? Engagement
  • 4. What’s important for our audience? Engagement
  • 5. What’s important for our audience? Engagement Discoverability
  • 6. What’s important for our audience? Engagement Discoverability Entertainment
  • 7. Why Attack the Block? Supporting British Talent: Rising and Established A film that offered crossover across age groups Opportunity to explore innovative ideas in partnership with StudioCanal The opportunity to offer exclusivity and ownership to our customers
  • 8. Supporting Film: Cradle to GraveProduction Pre-theatrical Theatrical DVD Digital on set Prior to launch Editorial review New content + Audience already dedicated product interviews & awareness generated for page on site screenings digital content
  • 9. User interest across channels Allowing us to understanding the audience A variety of tools we use to collect data
  • 10. Theatrical Release A focus on the customer Fully Interactive preview screening, with social touch points + live interaction The opportunity to broaden our audience & raise awareness of the film before cinema release
  • 11. DVD Release Reignite awareness of the title, using a combination of Ad Spend and Editorial The ability to segment our data & target accordingly Highlighting Blu-ray & DVD offerings.
  • 12. Capitalising on the SVOD window How do we break out a title on the service?
  • 13. Capitalising on the SVOD window Our aims:  Highlight the exclusivity of the title  Create a “appointment-to-view” component of our campaign  The possibility of working with talent  Explore how LOVEFiLM could harness the „second screen‟
  • 14. Media First - Attack the Block: Live Commentary 14
  • 15. Digital Window Results 29,000 minutes of the LiveStream viewed Attack the Block the no 1 streaming title on the service week of release Significant Media Coverage A unique experience for the LOVEFiLM customer
  • 16. Summary LOVEFiLM is in a unique opportunity to support film life cycles We want to continue to innovate in this space in order to deliver: Engagement, Discoverability + Entertainment

×