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Digital Marketing Awards (Part 1)

Learn how BookMyShow, India's leading entertainment ticketing platform, used inventive mobile marketing strategies for Avengers: Endgame, achieving record ticket sales and high user engagement rates.

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Digital Marketing Awards (Part 1)

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  1. Digital Marketing Awards (Part 1) Best Mobile Marketing Campaign - Overall DM19

  2. About BookMyShow • India’s largest online entertainment ticketing platform that allows users to book tickets for movies, plays, sports, and live events • One of the most popular destinations for event-ticket booking in India. • As a market leader, BookMyShow has presence in 4 countries, across 650+ towns and cities, with 5000+ registered screens and 25 Million+ customers. • Mobile marketing plays a pivotal role for BookMyShow in reaching out to registered subscribers with latest show-time information, upcoming releases, events and concerts

  3. Objective: Avengers: Endgame • To capture audience’s attention through push notifications amidst the content already prevailing for the movie • To engage users segment wise in a creative manner instead of following a blanket approach • To ensure user’s journey post their transaction is as engaging as our promotional campaigns

  4. Avengers: Endgame • Post-Release Phase • Release Phase • Pre-Release Phase • Since Tickets for the movie go live • Entice users with the engaging copies and attractive offers • Engaging user’s post transaction • Targeting users for a repeat transaction • Prior to tickets going live • Building hype amongst users

  5. Pre-Release Phase • In order to catch user’s attention, BookMyShow chose to gamify the user experience • They ran a quiz based campaign which would show the question on the synopsis page of movies • Once clicked, the answer would appear on the Avengers Endgame synopsis page

  6. Pre-Release Phase • Building hype amongst the transactors of trending English movies • Trivia Based Campaigns • Automated Campaign for users who had previously booked tickets for Captain Marvel linking it with Avengers: Endgame

  7. Release Phase – Interactive & Engaging PNs Play Video Play Video Play Video Notification with the theme of Avengers Infinity War Gif PN on iOS Carousel PN on Android

  8. Release Phase • In addition to the interactive copies, BookMyShow’s Plans Automation tool helped them in sending real-time notifications to the users as and when the bookings for Endgame opened in their preferred venue • Amazon Pay being the official wallet-partner, BookMyShow leveraged their offer to lure customers along with personalization • Personalized communication for user segments who had shown prior interest in MCU (Marvel Cinematic Universe) movies

  9. Post-Release Phase • Post the initial phase, we also targeted potential users to repeat their transaction

  10. Post Transaction Phase • F&B • 30 minutes before the show begins • #DontSpoilTheEndgame • 4 hours post the show asking to not give out spoilers • Buzz Article • Post 1 day of the show asking users if they spotted the Easter eggs. • Movie Mode • 4 hours prior to the movie

  11. Results: • Pre-Release Phase - Click rate jumped 6x the average click rate • Release phase – Spike in click rate of almost 300% and an 10X+ conversion rate • Post release – Campaigns were well received and saw the highest click rate in comparison with our other engagement campaigns • Plans Automation, Sound Notifications & Carousel contributed to BookMyShow selling 76 tickets in a second • We achieved a record of 1 million tickets sold in a single day

  12. Thank You

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