CASE STUDY: Encouraging 16-34's to collect 'time' & win prizes
Provided by Bauer Media
Utilising Bauer Media's social media strengths to interact with 16-34 cinema goers through targeted directional media.
What was the Challenge / Background of the Campaign?
Twentieth Century Fox worked with university students on their November release of the film 'In Time, starring Justin Timberlake and Amanda Seyfried, running a competition to come up with promotional ideas. The winning idea 'Win a Year of Your Life, By Collecting Time' formed the base of their marketing campaign. We were tasked with amplifying this across key brands to target their core audience of 16-34 cinema goers. The prize offered consumers the chance to win 'a year of their life' including the average salary, a phone contract, an Iphone 4S and year long Cineworld pass
What was the Campaign Objective?
Utilising Bauer Media's social media strengths to interact with 16-34 cinema goers thorough targeted directional media across key sites.
What was the Solution?
We launched the promotion two weeks prior to release to create awareness around the competition through the following channels; Kiss 100 FM - AV promotion driving listeners to TotalKiss.com to an article page explain more about the promotion linking straight through to the Facebook hub. Homepage takeovers across Heatworld, FHM and Total Kiss - again clicking through to the Facebook page encouraging users to sign up for their time account. 4Music, Kiss, Box, Smash hits - 10" promotions driving to Facebook. Week 2 of the campaign opened up the competition on Facebook giving -
What were the Results?
*those who had registered 24 hours of time. The clock counted down and consumers needed to collect codes that could be found within our media. These codes were valued depending on the level of engagement the required - eg a code found in editorial content would be worth more time than one found in directional media or a TV spot. Fox also included codes on their wider marketing assets across the country. RESULTS! The promotion is currently still live and over 3,000 people are already playing the game after just ten days. The Facebook page has over 14,000 likes.
What were the Key Learnings of this Campaign?
We identified key brands across our portfolio; 4Music, Kiss, Heat, Heatworld and FHM.com to deliver the promotion. The promotion was based around the key concept of the film; time is the new money and life is a race against the clock. Facebook formed the key hub to host the competition and Bauer's role was two-fold; to raise awareness of the promotion and drive 'likes' to the page, and secondly to encourage our consumers to engage with the competition through collecting codes across media for the chance to win.