Request from Pathé
“Please develop a suitable concept for our organisation relating to Valentine’s Day, which we can use to gain familiarity with and increase our existing database.”
Valentine’s day is the ideal moment for a (first) date. In collaboration with Yourzine, Pathé (a major cinema chain in the Netherlands) has acted on this need with the creation of the Valentine Movie Match, an app on Facebook. In the Valentine Movie Match you can invite a date or simply a friend to visit the cinema with. Subsequently both persons choose a movie. If both pick the same movie there is a ‘Movie Match’ and have the chance to win prizes ranging from free popcorn and movie tickets, to a private cinema screening. In order to further boost the campaign, owned media such as Pathe.nl and social media were deployed.
Within two weeks, more than 10,000 Dutch people participated in the Valentine Movie Match. While going with the flow, participants shared valuable data. In addition to demographic data (such as gender and age), preferred movie, additional interest in previews, film marathons or Ladies Nights, were also surveyed. This valuable information allows the cinema chain to deploy even more targeted communication in the future.
The main target group of the Valentine Movie Match was especially striking. Over 70% of the participants were women in the age group of 15 to 23 years old.
1 September 2016