CLIENT:
AMC Theatres
CAMPAIGN:
Oscar Ballot
OBJECTIVES
• Build awareness of AMC Theatre’s Facebook page
• Increase time fans spend on AMC Theatre’s Facebook page
• Drive ticket sales for the “Marathon” viewing events
• Capture fan info and build email database for future initiatives
BUSINESS INTELLIGENCE
• Online access via custom username and password; accessible 24/7
• Real-time tracking of participants usage
• Real-time tracking of poll results
SOLUTIONS
• Facebook custom tab
• Polling app
• Data capture app
HOW IT WORKED
AMC Theatres wanted an application that would capitalize on the buzz surrounding the 2011 Academy Awards®. AMC Theatres is the second largest movie theatre chain in North America with 5,325 screens and is one of the United States’ four national cinema chains. AMC Theatres licensed SoLook Medoa’s suite of Facebook applications, including a custom polling app to launch its Oscar® Ballots contest. The Academy Awards® themed app gave users an opportunity to put on a judging cap and fill out a ballot form to select the nominees they predicted would be taking home an Oscar®.
The contest was hosted on AMC Theatres Facebook page. Participants were required to “Like” the fanpage to access the Oscar® Ballots app, where they registered via a contest entry form and then proceeded to the ballot selections. Users could speculate who would be taking home an Oscar® award based on the 24 categories celebrated during the award show. 5 lucky winners, who were selected based on the accuracy of their predictions won passes to AMC Theatres for free movies for a year. Participants were encouraged to get up to speed with the nominations by checking out AMC Theatres’ special viewing events (at select theatres) showing the 10 Best Picture Nominees as a ‘marathon’.
Viral marketing tools were built into the app make it easy for movie buffs to share their predictions and promote the app across their friends’ networks. The application was designed to increase AMC Theatres’ brand awareness, extend the length of time fans spend on the Facebook page, collect customer data for future marketing initiatives and drive ticket sales for the special viewing events. SoLook Media’s Business Intelligence suite provided AMC Theatres with valuable participant interaction data and performance metrics to measure the success of the campaign.
