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Screenshots from successful integrated promotions at Loews Cineplex Entertainment, Time Out, TVGuide.com and ReadersDigest.com.
Transcript of Ankener
Mike Ankener
Spearheaded Online Partnership with StartSampling.com
• Interactive distribution of tickets to the theatrical premiere of Jay and Silent Bob Strike Back
• Opportunity to ‘Sample’ Loews Theatres
• Represented an opportunity to reach a motivated community of users when we opened new locations
• Interactive ticket distribution allowed Loews to create successful revenue-generating promotions
Mike Ankener
2001: Loews Cineplex Entertainment
• Grand Opening of Loews 34th Street in NYC
• Free movies offered to give consumers an opportunity to sample the new theater
• Leveraged traditional media (newspaper, outdoor) and grass-roots “Guerilla” marketing teams
• 58,000+ registrants• 16,000+ patrons attended, selling
out each night. • Launched Loews’ early consumer
database for remarketing opportunities.
Mike Ankener
Holidays 2001: Cross Platform Marketing
• Partnered with Paramount Pictures and Nickelodeon Magazine to create an early cross-platform media promotion
• Readers of Nickelodeon Magazine were driven to enjoytheshow.com for a chance to receive passes for two to an advance screening of “Jimmy Neutron.”
• Established a lasting working relationship with Paramount Pictures & Nickelodeon
Mike Ankener
2002: Viral marketingTell Me What You Want to See
• Designed to support the introduction of remote ticketing on Fandango.com
• Customers were invited to register for a chance to win an advance premiere party for him/herself and up to 100 friends.
• Registrants could design their own party
• Invitations were sent virally through a custom engine
Mike Ankener
Viral marketing: Tell Me What You Want to See
• Users customized their experience by selecting one of four films and desired theater location
• Invited friends received personalized emails with friends’ names appearing in the subject line
• Loews captured nearly 100,000 registrants, and its circuit-wide, theater-specific database was born
Mike Ankener
Tell Me What You Want to See
• Viral effect driven via personalized email distribution
Mike Ankener
Spring 2002: Loews Blast Off Ticket Contest
• Developed as part of the overall marketing platform for April-May, 2002
• Customers were driven to enjoytheshow.com to register their unique ticket number for a chance to win prizes
• Unique winning ticket numbers were posted at each theatre
• Created a unique online system that appeared to be tied to box office ticketing / cash register receipts
Mike Ankener
Spring 2002: Loews Blast Off Ticket Contest
• Confirmations were sent via email to reinforce Loews’ database-building initiative
Mike Ankener
Paramount Pictures’ The Core
• Once again partnered with Paramount and perfected Loews’ viral email system
• This time, users were automatically emailed when their friends invited additional friends, exciting the viral effect
Mike Ankener
Holidays 2003: Holiday Escape
• Do You Have a Winning Ticket• Most successful integrated
promotion for Loews, reaching 30mm+ consumers
• Integrated retail/online solution operated independent of box office ticketing
Mike Ankener
My Cineplex
• Loews Cineplex was sold to AMC Theaters in 2005
• The custom email solution I designed at Loews still exists in Canada’s Cineplex Odeon Theaters
Mike Ankener
Time Out New YorkTONY Free Flix
• I used many of the theatre concepts to develop a sponsored online screening system for Time Out New York
• Two revenue streams: Studio revenue AND third party sponsorship
Mike Ankener
TVGuide.com Custom Solution – “Our Favorite TV Pepto Moments”
• Highlighted “sick” moments in television, integrating Pepto’s brand with TVGuide.com’s content in a fun and relevant way
Mike Ankener
TVGuide.com: Sponsored Content
• Customized content created by a team of freelance writers who created and maintained custom blogs
• Comcast sponsored TVGuide.com’s Star Wars Guide celebrated the premiere of all six episodes on Comcast Cable
• Warner Brothers sponsored TVGuide.com’s blog about the best computer-animated features of all time
Mike Ankener
TVGuide.com
• Jello Red Carpet Ready program• Sponsored content: Awards
Show Updates, Celebrity Fitness, Entertaining Tips, Polls
• Link to Jello’s “Red Carpet Experience” Sweeps
Mike Ankener
2008: ReadersDigest.com “Branded Content Experience”
• Leveraged ReadersDigest.com’s expert prevention content to create branded environments that are true to Reader’s Digest’s core DNA
• Customized visual design • Engaging tools included photo
galleries, custom quizzes, editorially-moderated discussions and polls
• Included homepage support and highlighted exposure across ReadersDigest.com
• Content modules allowed us to extend reach into different content areas on ReadersDigest.com
Mike Ankener
2008: ReadersDigest.com “Branded Content Experience”
• Integrated cross platform program for VICKS
• Magazine and online media drove readers/users to Vicks’ sponsored “Winter Health Guide”
• Vicks also sponsored RD.com’s “Colds and Flu” content section.
