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Sell-out cinema
previews for The Times
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“The
proactive and professional way that Broadsystem handles
our caller responses contributes greatly to the successful
running of our reader promotions.”
Suzi Haselhurst, Marketing Manager, The Times
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Objective
Launched in 1999, Blue Square offers fixed-odds betting services on the Internet,
Interactive TV, WAP and telephone. From the outset they used email to:
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The
Times newspapers regularly offer their readers the chance
to attend exclusive previews of major films at cinemas around
the UK. It is traditionally very difficult to fill preview
screenings as many of the venues are out of town and the
timings (eg Sunday mornings) are often inconvenient. Also,
readers would have to cut out a coupon and take it in advance
to the cinema in order to redeem their tickets. |
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The
Times wanted to streamline the whole process to make it easier
for people to take up the offer. |
Solution
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For
The Times’ Warner Village preview promotion, we introduced
an automated call handling service using the IVR expertise
of our Media Services division. |
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The
ease and simplicity of our automated booking solution enabled
people to commit themselves with just a quick phone call.
When readers call, they leave their contact details on the
IVR line and are automatically issued with a unique reference
number that they write on their newspaper coupon. They hand
this to the cinema when they attend the screening. |
Results
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A
simple automated telephone line makes it much easier for
people to register their interest in taking up free ticket
offers to previews. By eliminating the need to take coupons
in advance to the cinemas, the newspaper promotions produced
sell-out responses for the previews. |
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The
promotions filled thousands of seats for previews to award-winning
films such as “The Hours”, “Confessions
of a Dangerous Mind” and “The Recruit” in
26 cities throughout the UK. |
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Data
from the phone lines and newspaper coupons is used to analyse
the success of the film previews by cinema and region and,
on a reader level, by gender, age and geo-demographic profiling. |
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