CLIENT:
Cinemark
CAMPAIGN:
HOParazzi
OBJECTIVES
Promote the release of Hop
Generate brand awareness
Increase brand loyalty by encouraging fans to interact with the Facebook page
Increase time fans spend on the Facebook page
Build Facebook fan base
BUSINESS INTELLIGENCE
Online access via custom username and password; accessible 24/7
Real-time tracking of participants usage
SOLUTIONS
Facebook custom tab
User generated content app
Content Management System
HOW IT WORKED
Cinemark is the third largest chain of movie theatres in the United States with 293 theatres and 3,825 screens and the second largest chain of movie theatres internationally. Cinemark were looking to promote the release of Hop, a state-of-the-art animation movie with live action at the same time as building brand loyalty by engaging their Facebook fans.
HOParazzi, a custom Generated Content app, gave Cinemark’s Facebook fans the tools they need to HOP their photos. The Photo Lab app was fan-gated, meaning Facebook users were required to ‘Like’ Cinemark’s Facebook page to gain access. Users uploaded photos of themselves, friends, family and even their pets, and then dressed them up with a wide range of Easter themed objects including a bunny nose with whiskers, bunny ears, as well as memorabilia and characters from the movie. The easy to use drag, drop, rotate, and resize functions allowed participants to express their creativity and spend time blending the objects with their own images to create truely customized photos. SoLook Media’s Content Management System was used to review all photos for appropriateness before they were posted to the gallery for all participants to look at and enjoy!
On completing their photos, users were taken to a Thank You page with viral marketing features allowing them to share their photos with their friends by posting on friends’ walls, inviting friends to the check out the app, or by posting to their own profile or wall.
