| Tx4 Free Cinema Tkt: ODEON |
| Wednesday, 29 January 2003 | |
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Case Study: New Media Age - 30 January 2003 - Aims: Odeon launched an aggressive campaign in July 2002 to protect and increase its market share, in response to competition in the Leeds and Bradford area. The 'TX4 Free Cinema Tkt' was a core part of this campaign. It was aimed specifically at the male teen audience, as Odeon felt that SMS was the ideal medium to get through to them. The campaign saw an initial four week trial, aiming to drive footfall to the cinema and so to increase revenues during the summer season. It was also aimed at building an SMS database for future activity. Execution: The text offer was advertised through different media, including sheet posters, beer mats, bus tickets, leaflets and listings magazines. Different keywords were used on each medium to enable Odeon to track back the response from each media channel. Adverts were created by Mediaedge CIA.The campaign offered cinema-goers in Bradford and Leeds an ODEON Summer 2-4-1 pass, granting film buffs two tickets for the price of one for an unlimited number of films on any day for all films showing at the cinema. Although the offer extended to all movies showing at the cinema, Odeon made an effort to promote the films that would appeal to its particular target audience. Odeon was also very careful to promote the offer in areas frequented by the male teenage group. To qualify for the pass, participants texted in the keyword published in the ads. This keyword then triggered a unique code which was sent directly back to the recipient's mobile phone in the form of an M-voucher. Being unique, the recipient could only use this code once. Odeon checked this code when the M-voucher was redeemed. It also worked very closely with its operation team so that all the people involved in the campaign, including those at the cinema itself, knew exactly how it would work. Respondents were charged the cost of a standard text message for sending the message. Flytxt found that people responded quickly to the call to action. Results: As a result of the campaign, there was a significant shift in market share in Odeon's favour. The campaign proved to Odeon that SMS was an effective way to reach particular sections of its audience. On the back of the success of this campaign, Odeon has been looking at the possibility of using it in certain situations in other key sites. Such situations include the launching of a new cinema and efforts to raise interest in areas in which Odeon is looking to grow its business. The tracking of media channels to see which generated response most effectively has also provided invaluable data for future campaigns. The campaign added weight to Odeon's decision to launch SMS booking in the near future. Comment: 'Mobile couponing is an area where we expect to see serious growth in the year ahead,' says Pamir Gelenbe, Flytxt director of corporate business development. 'It's an exciting development for the direct marketing industry, because it closes the loop between general awareness, interest and driving people to the point of sale. In this case, Odeon has succeeded in driving cinema-goers to buy tickets in a traditionally quiet period.' © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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