Consumers respond to entertainment marketing they can interact with
Implications - Given the success of beacon technology in the retail sphere, many entertainment companies are experimenting with location-based smartphone marketing. In the movie sphere, this strategy is especially successful because it allows consumers to interact with the content more directly on their personal devices. Mobile marketing of this nature speaks to a prevailing consumer desire for autonomy in all of their brand interactions.
Workshop Question - With consumers being more immune to marketing than ever, how can you gamify your marketing to create engagement?
Trend Themes
1. Location-based Smartphone Marketing - Cinema payment systems, interactive digital posters and mobile ads by Mobiquity and Screenvision use beacon technology and smartphones to create personalized and engaging brand experiences.
2. Rewards-based Mobile Applications - CineMode app from Cinemark Holdings rewards good behaviour during movie screenings and offer benefits like free snacks and discounted concessions.
3. Interactive Motion-tracking Billboards - Creative digital strategies like motion-tracking billboards that psychologically engage with consumers and trigger emotions reinforce movie promotion strategies.
Industry Implications
1. Entertainment and Movie Theaters - Cinema payment systems and interactive digital posters offer opportunities for entertainment and movie theater industries to increase sales and user engagement.
2. Digital Marketing and Advertising - Mobile ads and motion-tracking billboards utilizing technology advancements show that there are always opportunities for digital marketers to find innovative and engaging ways to reach consumers.
3. Mobile App Development - The success of Cinemode app by Cinemark Holdings showcases a wider opportunity for businesses across multiple industries to engage with consumers in new and meaningful ways through rewards-based mobile apps.
5 Featured, 35 Examples:
206,985 Total Clicks
Date Range:
Feb 16 — Sep 16
Trending:
Warm
Consumer Insight Topics:
