CINESA

A Playful Approach to Entertainment Marketing

Cinesa Logo

Bringing A Legend to Life with Gamification

To boost Cinesa's sales of the latest film in the Star Wars saga, we focused segmented E-Mail Marketing and CRM tools on offering custom content and a gamified experience.

Cross-Platform
Digital Strategy

Gamification

Personalised Experience

E-Mail Marketing

+0%

PARTICIPATION

+0%

AVERAGE OPENING RATE

Nº1

CINEMAS IN SALES

Acquisition and Personalisation

We segmented customers, personalising their user experience according to which side of The Force they were on.

Photo of Customer Acquisition Bacelona Virtual
Photo of User Experience Personalisation Barcelona Virtual
Photo of Gamification Quiz Barcelona Virtual

Gamification

Through E-Mail Marketing tools, we created an automated quiz on landing pages where users could check their scores. A draw served as incentive to heighten engagement.

Effective Segmentation

For 6 weeks, users were impacted with questions and strategic CTAs designed to promote the sale of tickets, concession stand products, merchandising and up-sells to superior cinema formats.

Photo of User Segmentation Barcelona Virtual
Photo of User Segmentation Barcelona Virtual
Photo of User Segmentation Barcelona Virtual

Gamification with Excellent Results

Photo of Belén Peñalver Head of Brand Management & Guest Experience Southern Europe, Odeon Cinema Group

BELÉN PEÑALVER | CINESA · ODEON CINEMA GROUP
Head of Brand Management & Guest Experience, Southern Europe


"Campaigns targeting the 'Super Fan' segment are a real challenge for us. Achieving good results involves appealing to emotions and building a good journey that ensures engagement.


With this promotion, we offered the Star Wars fan something different and exciting, which helped us to exceed expectations and obtain an exceptional market share result."

Photo Ainhoa Gil Barcelona Virtual

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