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CASE STUDY: Driving consideration through video content

Provided by Blyk UK
Film distributors can raise awareness and drive consideration around their latest Cinema release using Blyk Youth Media.

What was the Challenge / Background of the Campaign?

Film distributors wanted to drive awareness of a Will Ferrell comedy in line with other media activity and deliver a video clip straight to handsets on the eve of the film's general release.

What was the Campaign Objective?

Raise awareness for the movie release of 'Semi Pro' starring Will Ferrel. Stimulate box office numbers and complement and enhance other media channels.

What was the Solution?

Members were sent an SMS asking if they would like to receive a preview clip of the film sent straight to their handset via MMS. This was delivered on a Thursday night to all members (the eve of the film's general release), in order to capitalise on the frequency built in other media and benefit from the cumulative effect of the overall media activity to a relevant moment.

What were the Results?

44% of members responded, considerably higher than Blyk's average response of 29% (Index 152). Showing the effectiveness of offering valued entertaining video content. 77% of respondents 'opted in' to receive the preview clip straight to their handset. The strong positive response is a result of using Blyk to enhance the media mix.

What were the Key Learnings of this Campaign?

79% of positive respondents were cinema goers and home media and entertainment fans. In addition, Blyk received requests for more movie clips from EDF. This is further proof of the effectiveness of using entertaining video content, as well as demonstrating members' willingness to interact with Blyk.

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kYoung, cinema-going 16-24 year old adult.
16 - 24Female
Male
AB
ABC1
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBUILD AWARENESS
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