Organization Name: Cineplex Entertainment
Cineplex Entertainment Inc is one of Canada’s leading entertainment companies, that operates from coast-to-coast, and is one of Canada’s most modern and fully digitized motion picture theatre circuits in the world. It’s services not only includes theatrical exhibition, but operates a number of businesses including food services, gaming, alternative programming, Cineplex Media, Cineplex Digital Solutions, Cineplex Digital Networks, and the online sale of home entertainment content through CineplexStore.com. Cineplex is also a joint venture partner in SCENE-Canada’s largest entertainment loyalty program.
Back on June 27, 2014 Cineplex’s Content and Creative Group launched the first-ever Casting Call Campaign. The campaign’s objective was searching for Cineplex’s next pre-show host. The Cineplex Pre-Show appears before the movie in more than 160 theatres, from coast-to-coast and is played before the movie starts which captures a very captive audience.
The cross-platform campaign featured three phases: the teaser phase, video audition, submissions and public voting. Elements of the campaign ran in-theatre, on radio, on Cineplex.com, YouTube, Facebook and Twitter. The campaign itself was housed on Cineplex’s Facebook page and was open only to SCENE members.
Cineplex’s Facebook page received hundreds of auditions from movie fans and the ten finalists received a total of more than 40,000 votes between July 18 and August 1. For voting incentive the voters had the opportunity to win daily SCENE point prizes.
Due to the success of the first campaign, Cineplex launched the campaign again this past summer. They even partnered with studios to incorporate movies into the program for increased exposure, and increased their social media presence by incorporating #CineplexHost into all their print and digital creative as well as all their paid Twitter and Facebook ads.
“For the second year in a row we have been blown away by the passionate and creative submissions received from movie fans across Canada. We can’t wait to introduce our ten finalists and involve Canadian movie fans in this next stage of our search for the new face of the Cineplex Pre-Show.”
– Pat Marshall, Vice President, Communications and Investor Relations, Cineplex Entertainment.
Lessons for others:
Having the campaign housed on a Facebook application made it easier for guests to login and submit their videos and vote on their favourite audition, as well as share their votes with their followers which brought more visibility to the campaign. Having SCENE member exclusivity made for more guests to sign up for Cineplex’s SCENE loyalty program. Having the public vote for their favourite audition incentivized the guests to share their auditions increasing visibility to the campaign in hopes that it would go viral. When incorporating a hashtag into a campaign it’s important to use it across all promotional materials. This tells the guests that they can use the hashtag to become part of the conversation online and draws attention to the companies social media pages.
If you are thinking of creating your own Facebook campaign there are two Facebook application programs that I recommend that are low in cost that Cineplex has used in the past are: Offerpop and Woobox.
For more information on how to build a Facebook campaign check out this podcast brought to you be SocialMedia Examiner. Listen here:
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