The cinema campaign in figures
The first beem cinema campaign is finished. It took place throughout German-speaking Switzerland. But was it successful? We have the figures.
The first interactive cinema campaign with beem was launched on 12 December last year. It lasted four weeks and ran on 138 screens in 19 cinemas (KITAG, Arena, Pathé, Kiwi, Ideal) in Aarau, Spreitenbach, Basel, Bern, Ebikon, Lucerne, St. Gallen, Dietlikon, Winterthur and Zurich.
The cinema campaign was designed as an instant win game. It was advertised with digital out-of-home advertising (DOOH), a teaser spot in the cinema entrances and a main spot in the advertising block in the cinema auditoriums. Visitors were encouraged to activate beem on their smartphones and to tap the beem for the cinema campaign during the main spot. They found out immediately whether they had won. The prizes were 169 cinema vouchers. Participants were also able to take part in the final prize draw for a smartphone worth CHF 1,200.
A total of 854 people took part in the competition. They performed 1,017 interactions. 331 of them took part in the final prize draw (leads).
The success of the campaign is impressive. Considering that the Instant Win Game was a premiere in the cinema and visitors usually switched off their smartphones shortly before the start of the film, 1,017 interactions with 854 participants is a remarkable number.