Marketing Movies OnlineAttack the Block – A Case StudyHelen CowleyHead of Editorial & Digital ContentJo UnderhillHead of E...
The Evolution of Online MarketingOnline = Mobile + OTT + social + desktop browsing LOVEFiLM:     We cater for a wide-rang...
What’s important for our audience? Engagement
What’s important for our audience? Engagement
What’s important for our audience? Engagement Discoverability
What’s important for our audience? Engagement Discoverability Entertainment
Why Attack the Block? Supporting British Talent: Rising and Established A film that offered crossover across age groups...
Supporting Film: Cradle to GraveProduction    Pre-theatrical       Theatrical          DVD               Digital  on set  ...
User interest across channels Allowing us to understanding the audience A variety of tools we use to collect data
Theatrical Release A focus on the customer Fully Interactive preview  screening, with social touch  points + live intera...
DVD Release Reignite awareness of the title, using a  combination of Ad Spend and Editorial The ability to segment our d...
Capitalising on the SVOD window How do we break out a title on the service?
Capitalising on the SVOD window Our aims:   Highlight the exclusivity of the title    Create a “appointment-to-view” co...
Media First - Attack the Block: Live Commentary                                              14
Digital Window Results 29,000 minutes of the LiveStream viewed Attack the Block the no 1 streaming title on the  service...
Summary LOVEFiLM is in a unique opportunity to support film life  cycles We want to continue to innovate in this space i...
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HELEN COWLEY & JO UNDERHILL - LOVEFiLM

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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

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HELEN COWLEY & JO UNDERHILL - LOVEFiLM

  1. 1. Marketing Movies OnlineAttack the Block – A Case StudyHelen CowleyHead of Editorial & Digital ContentJo UnderhillHead of European Media Sales
  2. 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. 3. What’s important for our audience? Engagement
  4. 4. What’s important for our audience? Engagement
  5. 5. What’s important for our audience? Engagement Discoverability
  6. 6. What’s important for our audience? Engagement Discoverability Entertainment
  7. 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. 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. 9. User interest across channels Allowing us to understanding the audience A variety of tools we use to collect data
  10. 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. 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. 12. Capitalising on the SVOD window How do we break out a title on the service?
  13. 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. 14. Media First - Attack the Block: Live Commentary 14
  15. 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. 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

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