Orange Launches Film To Go Loyalty Download

Orange has ramped up its movie tie-in marketing with a deal that allows customers to download a movie for free from iTunes every Thursday. 

The Film To Go scheme complements the networks long-standing Orange Wednesday promotion, which allows its customers two cinema tickets for the price of one on Wednesdays. 

The Film To Go promotion will be backed by a £5m marketing campaign. Films are downloaded on an iTunes Store rental basis – consumers have 30 days to start watching their downloaded film. Once they start watching, they can watch it as many times as they like in a 48-hour period. 

Orange says the offer is part of the brands More from Orange, for you campaign strategy, which aims to reward its customers. 

Orange Home Broadband, mobile customers on pay as you go, pay monthly, mobile broadband, or business customers are eligible for the offer. Consumers have to text FILMTOGO to 85060, via the dedicated Orange Film To Go mobile app or by logging onto the page. From there they will be directed to enter the response code via the website to start the iTunes download, which can then be viewed on a laptop, PC, or on an Apple mobile device.

Spencer McHugh, brand director at Orange UK says: “The launch of Orange Film To Go means we can offer customers an amazing film every week as a big thank you for being with us. The offer will complement Orange Wednesdays, the UKs leading film offer, by offering our customers the flexibility to enjoy film whenever, and however they want to.”

Orange has worked with distributors and with Apples iTunes Store to implement the scheme. One film will be available each week. The service launches this Thursday the 11th, with the first titles including The Wrestler, The Ghost, and Che: Part One, says Orange.