AMC: 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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