Mexico | February 2013
Moviecity was looking for an alternative and creative solution to promote the movies on their channels. The client was also looking for alternative ways to promote ”Moviecity Play”, a new multiplatform service to watch movies and series. The first objective was to promote the Oscar Award nominees and winning movies on their channels and to drive traffic to ”Moviecity Play”.
Phase 1, Sponsorship for exclusive editorial content about the Oscar Awards, with creative ads promoting the movies that the client had in their own channels.
Phase 2, the strategy was based on:
a) Sponsored editorial content about Moviecity’s new series and exclusive interviews with actors.
b) BTL’s using “buttons” and give away cards with promotional codes for a 15 days free subscription of Moviecity Play (a total of 6 BTL’s with 75,000 cards/BTL).
c) Digital support with content, banners, Facebook posts and Tweets.
The campaign reached the urban audience of Publimetro Mexico City. 50,000 copies of the custom made supplement are distributed 3 x year in Mexico City.
Online campaign generated over 800,000 impressions.
Post Campaign Research
The cross platform campaign reached the urban audience in Mexico City, plus the daily posts on Facebook, Twitter and the BTL’s.
In September the online campaign generated over 1,600,000 impressions . An average of 7,000 Facebook followers and over 140,000 on Twitter.
”The new formats proposed by Metro provided great value to our campaign. It has served as a very personal and close media, this 360° campaign allowed us to reach consumers in different ways and at different times, even got to give the readers of Metro the possibility to enjoy Play Moviecity for 15 days, taking a redemption of 4%, which is a very good result. The online campaign has helped us strengthen the campaign in print and was one of the most efficient online media hired moviecityplay.com to bring traffic to both the number of clicks as length of stay and low bounce rate”
Gina Jesus, Premium Marketing Manager Fox Television Group S. de R.L. de C.V.
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