Village Roadshow
“text ‘n’ win” moviegoers club
Our team designed and implemented an ongoing database marketing and research program for Warner Roadshow and Village Cinemas.
Objectives
Warner Roadshow was seeking original ways to get immediate feedback on film trailers, with the aim of gathering requisite data from the audience to determine both marketing spend as well as film scheduling. The client was also seeking to register cinema goers in an SMS Film Club and over time determine their preferences and cluster them into meaningful categories.
Warner Roadshow also aimed to explore targeted ways to cost-effectively reach the expected audience of a film on an ongoing basis with tailored messages.
The Campaign
Over 1 million questionnaires were distributed in Village Cinemas over a period of 12 months. The audience responded via a single SMS to 10 questions ranging from demographics to movie preferences as well as opt-in for future promotional SMS messages. The client could observe results in real time as moviegoers left the cinema.
By the second month the database already included 60,000 people, at which point targeted messages prompting customers to see a new film were dispatched. Increasingly innovative marketing messages, services and games continue to be deployed as the community grows.
Results
The response rate was above 13% and 93% of respondents opted-in for promotional messages about new film releases. Warner Roadshow and Village Cinemas extended the research for an additional 12 months while using their database to promote several films and special events.
The impressive scale of the campaign Upstream designed for us is a mark of their effectiveness 
Our team designed and implemented an ongoing database marketing and research program for Warner Roadshow and Village Cinemas.
Warner Roadshow was seeking original ways to get immediate feedback on film trailers, with the aim of gathering requisite data from the audience to determine both marketing spend as well as film scheduling. The client was also seeking to register cinema goers in an SMS Film Club and over time determine their preferences and cluster them into meaningful categories.
Warner Roadshow also aimed to explore targeted ways to cost-effectively reach the expected audience of a film on an ongoing basis with tailored messages.
Over 1 million questionnaires were distributed in Village Cinemas over a period of 12 months. The audience responded via a single SMS to 10 questions ranging from demographics to movie preferences as well as opt-in for future promotional SMS messages. The client could observe results in real time as moviegoers left the cinema.
By the second month the database already included 60,000 people, at which point targeted messages prompting customers to see a new film were dispatched. Increasingly innovative marketing messages, services and games continue to be deployed as the community grows.
The response rate was above 13% and 93% of respondents opted-in for promotional messages about new film releases. Warner Roadshow and Village Cinemas extended the research for an additional 12 months while using their database to promote several films and special events.