CLIENT: A leading U.S. entertainment network and movie studio conglomerate
Determine the effectiveness of television advertising on driving movie theater visitation and movie attendance nationally.
Interact with consumers who were actively in a movie theater and chose to attend the measured movie title at their local theater after being exposed to a television ad.
Provide a service that delivered deep understanding of the correlation between ad exposure, theater visitation and purchase behavior before/after their experience.
Understand moviegoer behavior – who were they with when they saw the movie, were they the decision makers, and what influenced their decision to go to the movie.
Have the ability to adjust or optimize their marketing strategy with real-time consumer response and reaction.
Powering a direct connection WITH CONSUMERS EVERYWHERE
The People Platform self-service technology enabled the entertainment company to define a network of 5,000+ national movie theater locations where measurement would occur in real-time.
As people visited these theater locations, they were notified and asked to share their movie experience and what influenced their decision to attend the movie.
The People Platform received first party response directly from moviegoers and matched this with SmartTV data to determine the connection between exposure, visitation and attendance.
The People Platform dashboard provided real-time reaction data from moviegoers as it happened, rather than waiting for results to be tabulated.
CREATING REAL VALUE FOR THE CLIENT
62.7% of people who participated attended the movie title we were measuring.
52% of people who participated were the key decision makers for seeing the movie.
96% of people either made the decision or shared the decision with another person.
43% of people went with one other person, 29% went with 2-3 other people.
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