2019 Awards Preview: Most Effective Entertainment Campaign or Solution

Tyrone Stewart

Ahead of our 2019 Effective Mobile Marketing Awards, staged in partnership with our headline partner Dynata, and our partners DAX and TabMo, we'll be previewing the nominees in each category,giving you a glimpse at the high quality of entries we've seen this year. In today’s preview, we look at the best campaigns and solutions in the entertainment vertical.

BookMyShow & CleverTap: Breaking Box Office Records with Mobile Marketing at Scale
Ticket booking company BookMyShow wanted to capture the audience’s attention through its notifications right from the moment it is received and that the user’s journey post-transaction is as engaging as the company’s promotional campaigns.

BookMyShow turned to CleverTap with the aim of capturing user intent months before the release of a movie – in this case, Avengers: Endgame – and use gamification techniques, such as quizzes, through web notifications.

The plan was executed in three phases: the pre-release phase, the ticket release, and the post-release phase. In the pre-release phase, BookMyShow gamified the experience with a quiz-based campaign, focused on targeting people that had bought tickets for Captain Marvel and other trending English language movies. This phase saw click rate jump six times above the average.

The next phase saw BookMyShow capture the user’s attention using an interactive sound notification playing the Avengers theme and playing customised GIFs & carousels on Android to make the push notifications more engaging. It also used CleverTap’s marketing automation tool to send real-time notifications to users when booking opened in their preferred venue, and leveraged Amazon Pay’s offers. Here, there was a spike in click rate of almost 300 per cent and conversion rates were 10 times higher

The final phase simply saw potential users targeted for repeat transaction. This achieved BookMyShow’s highest click rates compared to its other engagement campaigns.

In one instance, BookMyShow managed to sell 76 tickets in a single second and 1m tickets in one day.

CBBC, Havas Media and Venatus Media – CBBC Buzz App
CBBC set out to deliver a campaign that would generate awareness and excitement amongst their core audience of 6-12year olds. To do this, it had to reach them on the phones and tablets within the apps that they use the most. CBBC worked with Havas Media Group and Venatus Media to create and deliver a creative campaign across relevant kids gaming and entertainment apps.

They created a MRAID minigame in the form of an emoji-based quiz, ‘sticker name minigame’. Once the audience had finished the minigame, a call to action appeared inviting them to play more games like that on the Buzz app.

The minigame was served in natural game pauses in games including Bad Piggies, Angry Birds Epic, Angry Birds Space, Angry Birds Go, Angry Birds 2 and Angry Birds Seasons.

The engagement rate of the campaign was 31.52 per cent, exceeding the typical 20 per cent benchmark, while click through rates were 5.27 per cent. The campaign ‘overdelivered’ on impressions by 14 per cent.

TuneMoji & Viber: Bringing Chats to Life with Your Own Music GIFs
TuneMoji is a musicGIF network which enables people to share personalised visual and musical messages with friends. It teamed up with Viber to reach out to millions of users and to engagement them further before.

The TuneMoji Music GIFs Creator, launched exclusively on Viber, enables users to create their own GIFs in two clicks by choosing a GIF and adding licensed music to accompany it. The bot was also localised to 20 languages, enabling more than 80 countries to interact with it.

Millions of stickers were downloaded and sent, alongside millions of rich media bot interactions.

UKTV Play & Yodel Mobile: UKTV Play Organic Growth Campaign
UKTV Play is an on-demand TV service providing instant access to shows from UKTV channels Dave, Drama, Really, Yesterday and Home. The app allows users to browse and stream hundreds of shows for free via desktop, TV or smartphones.

UKTV wanted to grow its visibility and increase its user base of high-intent and engaged users for its mobile app. So, Yodel defined a mobile search strategy with optimisations that would increase high-quality users for the app.

Key objectives included maximising the effectiveness of key touchpoints, increasing organic discoverability, ranking high via mobile search against key competitors, increasing high-quality installs, increasing content consumption and engagement within the app, and utilising learning to implement ongoing optimisations.

Yodel prioritised improving discoverability of the app to encourage organic acquisition and refined our strategy through data-led and innovative iterations.

Unfortunately, further details are unavailable on the campaign.

Universal Pictures & AGCS: The GIF’t Game – Search Campaign
Universal Pictures wanted to sell as many DVD boxsets as possible during the ‘Sinterklaas’ and Christmas gifting period in the Netherlands.

With AGCS, it set out to inspire consumers who were looking for a gift idea for friends or relatives, boost conversion, and find a way to promote multiple DVD boxsets using a combination of different media channels with a focus on search to drive traffic.

Alongside the search campaign, re-targeting was implemented across display and social when users had landed on the game site. Trackers were implemented in different CTAs across the game to analyse the user’s behaviour and keep track of the completion rate. There was also keyword targeting.

The GIF’t Game consists of a simple mobile interface that enables customers to play a game to get a gift suggestion based on who the gift is for, the personality of the person, and what movie genre they prefer. At the end of the game, the consumer was then presented with a short list of five different DVD suggestions based on the answers they provided. By selecting one of the options, the customer was redirected to an eCommerce site where they were able to buy the DVDs.

The completion rate of the game stood at 90 per cent, with more than 80 per cent of users that landed in the game coming from the paid search part of the campaign.

World Cup 2018 & Viber: Global Fans Challenge
Viber sought to harness the emotions that are present during the World Cup to create a way for fans to around the world to partake in the tournament. It combined sticker packs, Communities, and an integrated bot to reach a captive audience in an interactive way and enable fans to compete against one another.

The strategy was aimed at attracting the attention of sports fans through Viber sticker packs and branded Communities, both leading to Viber’s World Cup bot. 12 Communities were created worldwide by various sports brands and fan clubs aiming to connect, discuss, and engage with their audience.

Between June and July 2018, there were tens of millions of predictions and hundreds of millions of interactions and impressions.

The Effective Mobile Marketing Awards Ceremony takes place in London on 14 November. To book your place at this celebration of the best in mobile marketing, click here.

And remember, there’s still time to vote in our special 10th Anniversary Awards for Most Effective Brand of the Decade; Agency of the Decade; and Disruptor of the Decade. Click here to vote now.