helen cowley & jo underhill - lovefilm
DESCRIPTION
Helen Cowley Head of Editorial & Digital Content, LOVEFiLM Jo Underhill Head of European Media Sales, LOVEFiLM LOVEFiLM Case Study: Attack the Block Marketing Movies Online Conference 13th June 2012TRANSCRIPT
Marketing Movies OnlineAttack the Block – A Case Study
Helen Cowley
Head of Editorial & Digital Content
Jo Underhill
Head of European Media Sales
Online = Mobile + OTT + social + desktop browsing
LOVEFiLM:
We cater for a wide-ranging audience that have a variety of needs, with a variety of channels to
accommodate.
We can offer a complete film solution
The emergence of ‘second screen’ viewing
The Evolution of Online Marketing
What’s important for our audience?
Engagement
What’s important for our audience?
Engagement
What’s important for our audience?
Engagement
Discoverability
What’s important for our audience?
Engagement
Discoverability
Entertainment
Why Attack the Block?
Supporting British Talent: Rising and Established
A film that offered crossover across age groups
Opportunity to explore innovative ideas in partnership with StudioCanal
The opportunity to offer exclusivity and ownership to our customers
Production
on set
DVD
New content + awareness
Theatrical
Editorial review interviews & screenings
Pre-theatrical
Prior to launch dedicated product
page on site
Digital
Audience already generated for digital content
Supporting Film: Cradle to Grave
User interest across channels
Allowing us to understanding the audience A variety of tools we use to collect data
Theatrical Release
A focus on the customer
Fully Interactive preview screening, with social touch points + live interaction
The opportunity to broaden our audience & raise awareness of the film before cinema release
DVD Release
Reignite awareness of the title, using a combination of Ad Spend and Editorial
The ability to segment our data & target accordingly
Highlighting Blu-ray & DVD offerings.
Capitalising on the SVOD window
How do we break out a title on the service?
Our aims: Highlight the exclusivity of the title
Create a “appointment-to-view” component of our campaign
The possibility of working with talent
Explore how LOVEFiLM could harness the ‘second screen’
Capitalising on the SVOD window
Media First - Attack the Block: Live Commentary
14
Digital Window Results
29,000 minutes of the LiveStream viewed
Attack the Block the no 1 streaming title on the service week of release
Significant Media Coverage
A unique experience for the LOVEFiLM customer
Summary
LOVEFiLM is in a unique opportunity to support film life cycles
We want to continue to innovate in this space in order to deliver: Engagement, Discoverability + Entertainment