cineplexs new (and improved!) social strategy, presented by justine melman
TRANSCRIPT
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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Cineplex’s new (and improved!)social strategy
JUSTINE MELMANCINEPLEX ENTERTAINMENT
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Cineplex’s New (and Improved!) Social Strategy
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Owning Social To be social media’s most
engaging and influential brand for movie fans in Canada
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In 2015, millions of people will see a
movie in a Cineplex theatre and then share
their thoughts and feelings with their
peers and networks.
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Movie Opens
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#FanScreen
OWNABLE BEHAVIOUR
OWNABLE MOMENT
OWNABLE CONVERSATION
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#FanScreen #FanScreen
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Lifecycle of a Film
EARLY BUZZ
TRAILER RELEASE
DIGITAL STORERELEASE
THEATRICALRELEASE OWNABLE MOMENT
PARTICIPATE Have an active voice in the
organic conversation, curating fan-generated content and
relevant owned content.
OWN Capture the post-release momentum, driving the
conversation with direct requests for FGC and influencer activations.
REIGNITE Leverage previous
FCG to renew engagement.
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How does it all unfold?
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Calls to Create
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FanScreen Influencers
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FanScreen Booth Video and photo booth captures fans’ reactions to films and responses to calls to create.
Hashtags #FanScreen plus the movie hashtag builds program recognition and ties to the larger conversation.
FanScreen Booth & Hashtags
#FanScreen + #MazeRunner #Sisters #PaperTowns #Spectre
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FanScreen Community Hub
Social content on the path-to-purchase can increase conversion by
5-7%.
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Reignite for the Cineplex Store
The conversation continues when fans have the chance to
rent or buy the film in the Cineplex Store.
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How are we doing?
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#FanScreen
#FanScreen
Launched May 15th with
Pitch Perfect 2
Executed 21 campaigns in 8
months
Biggest challenges have
been process and analytics
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Cineplex mentions on
social are 168%
above goal
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FanScreen mentions have grown 177% since launch
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Twitter engagement
grew by 67% YoY
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Facebook ER is almost 3x average for vertical
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#FanScreen Thank you!
Justine Melman Executive Director, Digital Strategy
@justinemelman
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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016