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United States

AMC Theatres:
How We Turned A Ticket Stub Into A Brand-Defining Experience

AMC Theatres had a great new value proposition to drive loyalty, but wanted help in bringing it to life.

We scoured the data, worked the theatres, and listened to online conversations. We discovered an insight that was not being capitalized on by anyone else in the category: the movie ticket stub. A movie stub is a repository of emotion like passport stamps or matchbooks.

So, together with AMC Theatres, we made collecting and sharing virtual movie ticket stubs into an emotional brand experience. We combined this strong emotional value with a multifaceted consumer value proposition that included earning rewards, concession upgrades, and free online ticketing, to create a program that would truly make a guest loyal to AMC Theatres. We dubbed it AMC Stubs™.

The proposition was simple: Collect memories, get rewards. You collect your movie stubs and share them on Facebook, while receiving great rewards.

It worked. Since its launch in Spring 2011, AMC Stubs™ has grown to over 2 million members, with member traffic increasing by 114 percent—compared to their previous program. In that time, member concessions revenue has also increased by 40 percent. All this from a program that people actually have to pay to join. But most importantly, AMC Stubs™ has become one of the brand’s biggest category differentiators.

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United States

WITNESS:
Project Focus

In 1988, Peter Gabriel had the brilliant idea to use video, the most powerful story-telling medium ever invented, to expose and end human rights violations. Now coupled with the Internet, the most powerful content-distribution medium ever invented, his original idea is even more potent. Witness is well known among NGOs, but not so well known to the general public. So when Witness asked us for help on its annual spring fund drive, we had to get new online donors to contribute to an organization they’d never heard of.

Couple that with the creative challenge that people were starting to become immune to videos about human rights abuse, and Witness was starting to experience donor and viewer fatigue. Our solution was to reinvent the cause video. We turned a passive viewing platform into an engaging interactive experience. Ultimately, people could “Change the picture” by donating to Witness.

The new-style video worked well. Witness met their fund-raising goal and extended the deadline to capitalize on the outpouring of cash, especially from first-time donors.

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France

French Lover TV: French Lover Television

How can you get noticed on the web for a new TV porn channel when the web is overrun with basic (and free) porn content? Our solution was simple: trap web surfers with a false test that gets them thinking about sex, but without actually showing sex. Unsuspecting web surfers were brought in via search, banners and invitation. Once the test was complete—and the true nature of the exercise revealed, along with the connection to French Lover Television—they wanted nothing more than to trap their friends. Curious? You’re not alone.

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France

Sony: Alpha Spot

How do you stand out in the online photo sharing world when it’s already overly saturated by sites like Flickr, Picasa and others? You re-define how people share. Enter Sony Alpha Spot. Through Sony Alpha cameras’ distinctive ability to “geolocalize” where every picture is taken, uploading photos to the community takes on a whole new meaning. There, users can comment, recommend and discuss not only the photos themselves, but the stories behind them—bringing the cameras’ unique capabilities into focus in a highly branded way.

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