Flix Marketing campaign
How a low-cost campaign can create impact.
Flix Marketing partnered with cult British comedy ‘Rabbit Fever' in August 2006 to initiate a mobile campaign with great results.
Flix Marketing is a London based company who specialize in developing innovative mobile campaigns for clients.
Over the last 3 years they have worked with leading brands such as ITV, Channel 4, Endemol, Unity Media and Guinness book of World Records to bring their brands into the mobile space.
‘Rabbit Fever’ is a British comedy which follows the trials and tribulations of a group of women who regularly attend “Rabbits Anonymous”, where they attempt to beat their addiction to the Rabbit – the best-selling, most satisfying vibrator in the world!
The aim was to achieve three key objectives:
1. Create exposure for the movie release
2. Increase ticket sales
3. Drive traffic to the website where customers can more information relating to Rabbit Fever
It was decided to use traditional poster campaigns in cinema foyers.
The producer of ‘Rabbit Fever’, Stephen Raphael, explains, “This was a small budget movie, marketing spend was at a premium so we had to make our posters work for us. We were determined to get people to remember us once they saw our poster so we added a mobile interactive element.”
With only a few seconds of customer attention to utilize, the idea was to keep the poster simple to attract their attention and then get them to text in for more information.
Customers just had to follow the simple instructions on the poster, which was to text Rabbit to 84948.
They were sent a text to their handsets which, with a link embedded in the message which when clicked, led them to the Rabbit Fever WAP site.
Using a WAP site meant that they could:
- Show movie previews and extracts
- Offer practical information; website and contact details
- Amend any site information yet still allow customers to gain access via the same link
Flix Marketing built a branded WAP site (a mobile internet site) containing all ‘Rabbit Fever’ related information allowing customers to:
- Download the movie preview
- Download free wallpapers
- Get Fun facts about the Rampant Rabbit
- See viral Rabbit Fever extracts
- Enter a competition to win tickets to the Rabbit Fever premiere.
- Get movie times and cinema locations
The campaign ran for 3 weeks (September 15 – October 6) with 20 posters in 19 cinema foyers nationwide.
There was a significant rise in ticket sales and the campaign helped create huge exposure for the movie release. The results spoke for themselves.
Customer feedback revealed that customers’ interest was peaked by the idea of what they would receive when they texted in – so curiosity hooked them.
The 20 posters elicited 1,200 responses with 2,200 pieces of content (videos and wallpapers) downloaded.
Some 90 per cent of consumers who texted in entered the competition through clicking a link on the site.
A subsequent survey of the numbers showed that a staggering 67 per cent of those who texted in, then went on to see the movie.
See the poster in full, in our 'Showcase' section: http://www.utalkmarketing.com/Article.aspx?id=837
Contact: Managing Director, Flix, Nic Gorey
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