Objective

• Deploy an industry wide promotion that drives traffic to cinemas and builds Orange’s relationship with the cinemas
• Offer something unique and rewarding to Orange’s customer base:

  • 2-4-1 deal on any cinema ticket, at any cinema nationwide on a Wednesday
  • Three year promotion
• Collect a database of regular visitors to the Cinema venue
• Deploy the coupons through an innovative mobile phone based promotion

Solution

• Text to Receive 2-4-1 Offer:

  • 450 locations
  • Promotions in local papers and flyers
  • One offer per mobile phone per week
  • Text in to receive SMS voucher with secret pin code
  • Redeem the coupon only once and select the movie through RAPOS™ unit
• On 31st March 2004, Orange launched a global first, rolling out a mobile loyalty campaign nationwide with over 2,000 mobile voucher redemption terminals deployed across the entire UK cinema industry, powered by RAPOS™
• ActiveMedia Technology provided the RAPOS™ terminals, coupon management and redemption application, data capture and reporting, CRM capabilities and on-going operations to support the 450 cinemas in the country

Results

• The campaign has been industry shaping – Now Wednesdays have the highest weekday traffic at the cinemas
• The campaign has built a strong brand recognition for Orange Wednesdays
• Orange Wednesdays is now marketed through broadcast, print, text, direct mail and in cinema ads
• A large and rich database of movie goers and their habits has been built
• The promotion has been extended to more and more cinemas every month