Movies on Demand (MOD) falls under a marketing umbrella (CTAM) that is
supported by most major communications companies. Comcast, Rogers, Cox
Communications, etc. all support MOD marketing under the notion that
anything that promotes their on-demand movie services will be beneficial to all.
They wanted to be social. They wanted to be viral. They needed ideas.
Our concepts were fun, low-commitment social games, with a contest element
for phase one.
Like Gates can be contentious. Clients, striving for positive measurable metrics to
share with their leadership can be very attached to anything that causes that click,
but a Like Gate isn’t always the answer and often causes serious drop-off in
There needs to be a sense of value to the user. That something will benefit them.
In this case, they have the opportunity to play a fun, simple game, as well as the
chance to win a pretty sweet TV.
The first game, “LIST-IT!” is a
simple platform that lets a user
list their top 5 movies across a
variety of categories designed
to promote featured films from
It’s a simple drag and drop
interface that allows the user to
order their film selections and
also features the ability to
search MOD’s database,
powered by ROVI.
Users create their List, post a
notification to their Wall and
encourage their friends to
participate as well, based on
the age-old contention around
which movie is better than
Permission requests allow us
to broadcast their choices
throughout their social
• 25,000 likes in the first two weeks
• Total LIKES have increased by 300%
• Active users have increased from 7%
• More than doubled the MOD
Facebook fan base
• ~5000 new fans per week with a 28%
conversion rate and a 27% completion
rate for the app
• CTR of .038% is above average for
• Cost-per-like is less than $2
• The app was white-labeled for use on
other Facebook properties, first by
The second game,
which I named, Click
Your Flick, is a fun
movie selector based
on your mood.
It’s similar to Hot or
Not, but with movies
and is a quick, lowcommitment game
designed to set users
up with a reminder to
order the movie they
selected right away.
The game is
driving the user
to ask their
friends to help
them break the
tie between two
one is better.
I was part of the initial pitch team whose concepts won the Movies On Demand
During 2012, I was the Creative Director on the account, leading designers, IAs and
writers as well as pitching new concepts to the client.
MOD is a small client with which I greatly enjoyed my time. They’re smart and they’re a
great example of how you can grow a fan base with small experiences that entertain.
Also, above are my top 5.