CASE STUDY Handmade Burger Co drive footfall to local restaurant
Provided by Cinema Ticket Media
Handmade Burger Co successfully trialled cinema ticket advertising to drive footfall to Aberdeen restaurant
What was the Challenge / Background of the Campaign?
Cinema Ticket Media are as a specialist media company operating within the cinema industry. They were approached in February 2011 by Handmade Burger to trial cinema ticket advertising at the Cineworld cinema in Union Street, Aberdeen.
What was the Campaign Objective?
The objective of the campaign was to drive footfall to Handmade's Aberdeen restaurant.
What was the Solution?
3 month programme involving 210,000 tickets and promoting Handmade's Aberdeen restaurant. The Advertisement was a single colour (pantone Red 032) Ad on a white background. Handmade said that the results were instantaneous and redemptions were excellent at their Aberdeen Restaurant. They rolled out the coverage to another half dozen sites linked to respective cinemas. Again the results on this higher sample were extremely positive.
What were the Results?
We linked all Handmade's restaurants to their nearest cinema site and quoted on all those sites subject only to their availability. Handmade added these sites to their booking pattern. As particular cinemas became available to book, Handmade linked them into their booking pattern and as a consequence their 2014 booking pattern is: Cinema tickets booked - 12 million, Spend £120 thousand, Cinemas 15.
What were the Key Learnings of this Campaign?
Following the success of this campaign, which originated from a trial of cinema ticket advertising, it is the intention of Handmade's directors to continue to grow and expand their cinema account in 2015 and beyond to coincide with new openings of Handmade Burger restaurants scheduled for 2015 again with cinemas close by.