A Playful Approach to Entertainment Marketing
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.
AVERAGE OPENING RATE
CINEMAS IN SALES
Acquisition and Personalisation
We segmented customers, personalising their user experience according to which side of The Force they were on.
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.
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.
Gamification with Excellent Results
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."
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