Cineplex and Scotiabank’s Scene loyalty program is trying to engage its 3.3 million members in new ways, leaning towards social media and mobile platforms to find and keep movie fans in the fold.
In early January 2012, the program will launch a Facebook game called “Scene Trivia Stars.” Both Scene members and non-members will be able to test their movie trivia skills, either playing on their own or challenging others who are in the game at the same time. Players answer a series of 10 quick questions. Members can scoop up loyalty points and non-members earn game points.
“It’s an opportunity for members to gain Scene points and bragging rights, and for non-members to play the game and learn what Scene is all about,” said Katherine Dimopoulos (pictured), Scene’s head of marketing and brand experience.
Her group will be doing some advertising on Facebook to promote awareness of the game and expects Scene’s 200,000 Facebook fans and member base will help spread the word. “We have passionate, engaged members with a thirst for movies and movie trivia,” said Dimopoulos.
Scene is also on a mission to engage its members online with its national “Scenetourage” member drive and awareness campaign. Aimed at Canadians 18-34, the campaign’s digital focus is meant to reach the target of digitally savvy social seekers that love movies and entertainment. The campaign communicates the program’s benefits (members get every tenth movie free and a 10% discount on movie snacks) through a consumer insight: “No one goes to the movies alone,” said Dimopoulos. “They do it in groups.” Or, if you will, “Scenetourages.”
So, in keeping with the engagement theme, the platform has multiple gamification elements. Existing members can create and name their own Scenetourages at Scene.ca, then compete as a group for status and points against other members. “The brilliance of the program is it satisfies both the need for acquiring new members that have a passion for movies as well as the need of our existing members to engage with the program and their passion for movies.”
Dimopoulos is unable to share the target number of Scenetourages her team hoped would be created, but said “we’ve already exceeded it.”
In 2012, Scene will increase the number of award badges and level of competition in the program. “We really embrace the whole element of gamification, as do our members,” she said.
Something else its members are embracing is mobile technology. Scene changed its call-to-action in theatres to be “more relevant to the mobile channels” by prompting people to join via M.Scene.ca. Dimopoulos called the response “outstanding.”
Since launching its mobile enrollment in June, the platform has accounted for 17% of all new Scene member enrollments. “[Mobile options] are something members are demanding more and more from us, and mobile will definitely be a key communication channel for us going into 2012,” said Dimopoulos.
Also on the mobile front, the Cineplex-Scene app launched last year with the goal of having 20% of downloaders use it as a replacement for their plastic membership card. “We have almost hit that goal, which tells us that our members have a real appetite to migrate towards a cardless relationship with us,” said Dimopoulos.
The app, which posts show times, point balances and lets users buy tickets, has been downloaded more than 200,000 times.
It has taken a small army of agencies to create and operate the Scenetourage program: Capital C handled the creative concept and development; Gaggi Media Communications is acting as media buying agency; Olson Mobile works on the mobile production; Cloud is the Facebook game developer; Maritz Canada is the member engagement and website agency; and High Road Communications is the public relations agency.
