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Year in Review: Marketing Highlights 2012

Explore the uncharted territory of marketing in 2012, including theater, out-of-home, QR codes, and original content. See the impressive results and successful campaigns executed by iND.

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Year in Review: Marketing Highlights 2012

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  1. Year In Review Marketing 2012

  2. 2012 Highlights Explored uncharted territory; in theater, out of home, QR codes and original content. Secured 679MM+ total impressions for Movies On Demand, a 69% increase over 2011. Secured participation and supporting promotion from our owners on allcampaigns. Forged new relationships and secured listings for MOD on two major entertainment outlets. Comic-Con promotion saw a 29% lift in stunt title sales over year prior! Executed five major promotional partnerships, a record for iND.

  3. 2012 at a Glance

  4. Ranking byImpact

  5. 2012 Budget Allocation 4.5% 4.5% 5% 45% 15% 26%

  6. Budget By Medium

  7. CAMPAIGNS

  8. Awards Season Because TMOD oversaw traditional tactics like on-air, print and online, iND brought a new and engaging media mix to support the larger effort. What We Did • In Theater, Elevators, Café Network, Sporcle, TV Guide, Ebert, List It FB App, UGC Contest, Custom HWP Trivia Game What Worked • List It App – High engagement, accounted for 30% of fan growth • TV Guide & Pick Em’ Challenge – 3MM over delivery, 54K Game Plays (time spent per users appx. 1:30) • HWP Game – Over 20K plays, top game for 2012 What Didn’t • UGC Contest – MOD lacks a passionate fan base, program also didn’t have substantial promotional support Results • Full owner support (stunt folder, academy content & cross channel) • 57.6MM campaign impressions (111MM total including TMOD) making the 2012 Awards Season the largest campaign push to date. • Titles that participate in Awards Season continue to see lift during the campaign window. Films like Midnight In Paris, Moneyball, The Help and Ides of March all performed better than the all title average. Awards Season continues to be a huge selling opportunity for iN Demand. Because our owners also see the value in this time period, iN Demand should further lead the efforts providing customizable marketing materials and marketing support.

  9. Comic-Con Building upon the 2011 event, iND broadened our efforts by bringing the Comic-Con experience to cable households across America through original content shot at the event. What We Did • Original FOD, Crave Online Media, G4 Spots, FB Ads, Promoted Twitter Push, Geekstakes, HWP Game, MOD Lounge, KROQ, Street Teams, Give-Aways & Tweet To Win What Worked • FOD Content • Street teams • Crave Online • Geekstakes (38K entries, largest sweeps to date) What Didn’t • HWP Trivia Sprint (360 Game Plays) – got lost in the marketing mix Results • All owners carried content & set top folder w/ Comcast & Cox providing add’l cross channel support • Themed stunt titles showed significant growth in usage, with buys increasing 29% over last year for non-Batman titles. • 437MM+ total campaign impressions delivered • Secured exclusive marketing materials for new release titles throughout the year • Street teams featured in Huffington Post event costume gallery • Crave integration over‐delivered by 37%, a $20K value • Crave takeover performed extremely well with a CTR of 4.43% vs. site homepage takeover benchmarks of 0.7‐0.8% Comic-Con was the launching pad for iN Demand productions and content is still rolling out from the event. It also allows MOD to access consumers through a variety touch-points including in person, online, through the press, on-air and On Demand. Nothing else compares to the scale of this opportunity.

  10. Comic-Con New York A number of relevant titles fell into the Oct. time frame like Spiderman, The Avengers and Prometheus, making this a great opportunity to promote new releases. What We Did • Program Guide Ad (back cover), Street Teams, Giveaways & Tweet to Win What Worked • Securing TWC participation; due to TWC brand focus, participation in 2012 was almost non-existent, this was considered a win What Didn’t • Tweet to win promotion; cable cash prizing requires explaining, slows down the process – consider recognizable prizes Results • Estimated 220K+ impressions reached • 5,550 Items distributed including MOD Popcorn & Avengers merch • 70,000 program guides Comic Con NYC is an east coast event for those that can't make it to San Diego. With over 100K in attendance, it is a close second, and growing. However, it lacks the larger entertainment focus that San Diego has. It continues to be a low cost high reach consumer opportunity. Currently this event has not been budgeted for 2013, but we hope to bring it back in 2014.

  11. Halloween iNDEMAND capitalized on a strong slate of new release horror films and heightening interest in this category around Halloween with a custom marketing campaign to drive tune-in to the platform. What We Did • Custom FOD, Stunted FB Tab for MSO’s, HitfixOnline Media, Custom HWP Game What Worked • Hitfix • MSO Participation What Didn’t Work • Hurricane Sandy – Halloween message was lost due to impact of this storm on the East Coast Results • Bright House, Cox and Xfinity ran the XCH spot • Cox, TWC and Xfinitycarried the stunt and FOD content on set tops • TWC carried FOD content on social media (Facebook) • Cox took the custom Facebook tab with Hollywood Player gravestone dash game • iN Demand secured MOD listings with Hitfix and integration performed above expectations. 4.5MM total impressions with an overall CTR of .30%, 7K Poll Interactions (biggest for Hitfix to date), 900 HWP gameplays Halloween also proves to be a great selling opportunity. Regularly see participation from iND owners, with cross channel support.

  12. Indies The Indie scene provides a perfect platform to position iND as a leader in content acquisition and distribution. It also provides opportunities raise awareness among this passionate film audience at an extremely low cost. What We Did • Filmspotting Podcast Live Read Sponsorship, SXSW Film Pocket Guide & Shuttle Wrap, Chicago & Toronto Film Festival Program Book, Hotel Noir/Indiewire Online Media Results • Secured permanent MOD on Indiewire.com • Approximately 4MM+ impressions secured for the brand • Hotel Noir media secured 10K clicks with a .30% CTR (standard banner units avg .10%) • Filmspotting podcast sponsorship has reached roughly 100K listeners over the course of the 6 month program. 50K impressions delivered via their website. Indie marketing for 2012 was extremely low cost with a significant amount of reach to this more niche film audience. Well received by industry, many follow up calls received mentioning the sponsorship. Festivals also provide additional access to talent in laidback setting.

  13. PARTNERSHIPS

  14. Pizza Hut 1st Major National Partnership for Movies On Demand, securing proprietary space on box tops and on the Pizza Hut Facebook page (9MM FB Fans/Top 100 FB Brands) What We Did • Movies were featured on Pizza Hut box tops and social media in exchange for a :5 on-air tag in Paranorman and Step Up Revolution spots. iND furthered promotion with a FB sweepstakes to win 1 of 100 PH $50 gift cards. Support • MOD Placed on box-toppers from 11/22-12/29 • MOD in (4) Pizza Hut Facebook & Twitter posts • MOD in (2) Pizza Hut customer email blasts • Pizza Hut received 4.8MM on-air impressions through studio media • Cox supported FB tab sweepstakes Results • 4.8MM box tops • 27MM Social Media Impressions, 6,939 likes, 236 comments and 50 shares across all three posts • Email blast to XXX customers (*Awaiting final #’s) • 1000+ sweepstakes entries Pizza Hut provides strong partnership opportunity, but because MSO’s interest varies, iN Demand is focusing on digital programs. The execution fulfilled Comcast’s desire to see MOD on box tops and secured an opportunity for an ongoing relationship in the PH social space.

  15. AMPAS Partnership One of the Awards Season campaign goals was to secure exclusive content for cable around the 84th Annual Academy Awards. What We Did • Negotiated with the Academy to provide past Oscar clips via set tops and online • Academy provided past Oscars clips in exchange for promotional tune-in exposure for the 84thOscars Support • Aired clips across cable Movies On Demand channels, related websites and social media • Provided post production services Results • All owners carried content in their custom set top folders • Oscars content received over 200K total views via MOD On Cable. Comcast drove the most views overall with over 183K total views. (Highest FOD views to date) • Acceptance Speeches were the most watched with over 102k views followed by the past Academy Award show Highlights with over 42K views. While the academy seemed very enthusiastic with the partnership and suggested working together for 2013, they had other priorities. We will approach again. However, this partnership lead to the development of iN Demand productions.

  16. Music Download Test the value of an incentive based program using music downloads. What We Did • Offered a free song download to consumers who ordered Think Like A Man (Aug/Sept) and Rock of Ages (Oct). Support • Cox supported both programs with cross channel and additional in-kind marketing such as barker, banners and email • Epic & Watertower Music supported the programs with banners, social and email blasts Results • Program saw promotion for titles that likely wouldn’t receive support from the MSO’s. • Due to this added promotion in the first week, it can be concluded that this program helped to drive additional buys for Think Like A Man (51% of buys in the first week of MOD release/avg. 44-45%)* • Rock of Ages program saw a significant amount more song downloads (Appx 5K), which could be attributed to a more recognizable artist. While the programs didn’t move the needle significantly on buys, key takeaways could make the program more successful; recognizable soundtrack/artist, try later window to see lift in title decay curve & possible model for OVS. *Results are somewhat inconclusive. Tracking promotions between MSO & Partners makes it difficult to secure results.

  17. Hollywood Player iND secured a stake in the gamification space early with a no-cost partnership that provides additional exposure and higherengagement through custom MOD games. Studio Participation: • NBC Universal & Sony (Summit dropped due to Lionsgate merger) Hollywood Player Network: 2012 Total Game Plays • 700,000 & and appx. 100MM Game Impressions New In 2012 • The MOD Arcade, a “storefront” located on a custom Facebook tab Custom MOD Games • Awards Season Trivia A Movie Trivia Game (10 questions) featured on Awards landing page resulting in 21,696 game plays. • Comic-Con Trivia Sprint A trivia game that sent players across the convention floor booth-by-booth. If all games were completed, users secured $5 in Cable Cash. Resulted in 310 game plays. • Halloween Grave Stone Dash Players needed to conquer three gravestone games to unlock and collect $5 in Cable Cash. Resulted in 900 game plays. HWP is growing their network, but not at a pace to hold interest. Due to lack of studio participation and a decline in game plays, we will revisit this partner when launching the OVS, when we can connect players to a point of sale.

  18. 2013 & Beyond Continue to secure MSO Participation on key campaigns & partnerships Content syndication through partnerships & social Further Indie Film category through Indiewire partnership & festivals; SF Increase iND Production coverage; SXSW, Tribeca, Sundance Continue to test new and emerging media platforms to build best practices; Get Glue & Klout Partnership Focus on Digital & Social …and much more….

  19. 2013 Comic Con • Goals • Press coverage + networking • Syndication of content • Buys for library titles • On-site awareness • Initial Ideas • Buzz Feed Sponsored Post • Rich Media Execution, Crave Online • Sweeps Prizing: Red carpet premiere/2014 Comic Con passes • Instagram a photo with our street team and post to win • MOD Lounge Klout Event • Zombie Vampire Witch game • Comic Con Yourself - post to social (to win) • Google+ Hangout/Livestream

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