Brief Description of Interactive Marketing Program

Define Target Audience

Studios advertising theatrical releases and the moviegoer engaged in rich media movie advertising.

Situation Background

MovieConnect technology displays movie times and theater locations into any online advertisement, and will send information back to the user in real time via the advertisement, text messaging, Twitter, or Facebook. MovieConnect’s custom exhibitor database allows the consumer to purchase movie tickets directly from all online agencies including MovieTickets.com, Fandango, Moviefone and smaller, independent ticketing agencies.

The technology automatically identifies the consumer’s location and displays the closest theaters and showtimes in-line with immediate ticketing options and social elements. The movie goer can also elect to have theater and showtime information sent to their mobile devices to take on the go, creating highly personalized and localized advertising content.

Describe competition

Until MovieConnect, studios usually provided general click thru links to Fandango or MovieTickets.com for showtimes and ticketing. MovieConnect aggregates all online ticketing information and makes it available for studios to use within digital advertising campaigns. Online ticketing agencies tend to not work in conjunction with each other and no available advertising technology displays movie times, theater locations and direct ticketing within the advertisement.

Internal challenges faced

Assembly and training of all creative partners and studios to fully implement the technology.

Budget constraints

MovieConnect was developed entirely in-house at The Aura Group, keeping related costs very manageable.

Timing constraints

MovieConnect is created and programmed in such as a manner to be easily executed with minimal lead time, allowing fast and efficient integration with little time constraints.

Technical challenges

MovieConnect was initially and purposely engineered in a simplified manner to mitigate any ongoing technical challenges with creative development and deployment. The result is an extremely user-friendly service, which allows quick implementation and effective execution with minimal coding required. While the user aspect of the service is simplified, MovieConnect is a highly robust platform, engineered to withstand billions of impressions annually.

Goals

State campaign/program goals: brand awareness, brand preference, recall, purchase intent, direct responses, email captures, sales, etc.

The goal of MovieConnect is to supply studios an easy, and robust, ticketing and showtime solution for their online needs.

Implementation

Technologies used

MovieConnect is engineered on a robust platform and implemented via Flash and HTML.

Innovative uses of technology

Providing a service within the ad unit which identifies the consumer’s location, displays the closets theaters, showtimes, ticketing, and maps, and further enables the user to send the movie information to their mobile devices for on-the-go convenience without the hassles of printing or writing down showtime information. It also allows the user to invite and share the movie with friends virally via Facebook and Twitter.

Media strategies and tactics

MovieConnect is engineered in such a manner that it can be used on any ad server, publisher, website or widget and currently licensed by rich media vendors Pointroll, Unicast, Google DoubleClick, and Yahoo.

Technological constraints and challenges, if applicable

MovieConnect was initially and purposely engineered in a simplified manner to mitigate any ongoing technical challenges with creative development and deployment.

Results

Forecasted vs. Actual

MovieConnect interaction rates have been measured upwards of 300%.

Success criteria

MovieConnect was initially and purposely engineered in a simplified manner to mitigate any ongoing technical challenges with creative development and deployment.

Technological constraints and challenges, if applicable

To develop an innovative and highly marketable technology that major Hollywood studios could use within their marketing campaigns to provide movie goers the ability to access geo-targeted movie theater and ticketing information in an efficient and user-friendly manner..

Creative Examples

The following 2011 campaigns included MovieConnect.
*Some links are not for public review. Please do not share outside of this submission.

Website Widget

Movie	Beauty and the Beast
Studio	Disney
Notes	HTML Widget
Creative	http://disney.go.com/beauty-and-the-beast/tickets/

Facebook Applications

Movie	Extremely Loud & Incredibly Close
Studio	Warner Bros.
Notes	MovieConnect Ticketing App on Facebook
Creative	https://apps.facebook.com/wbticketing/extremelyloud

Movie	Sherlock Holmes: A Game of Shadows
Studio	Warner Bros.
Notes	MovieConnect Ticketing App on Facebook
Creative	https://apps.facebook.com/wbticketing/sherlockholmes

Rich Media Campaigns

Movie	Darkest Hour
Studio	Summit Entertainment
Ad Server	Google/DoubleClick
Notes	Ticketing widget on film website
Creative	http://demo.theauragroup.com/movieconnect/demo-darkest-hour.aspx

Movie	Sherlock Holmes: A Game of Shadows
Studio	Warner Bros.
Ad Server	Google/DoubleClick
Notes	Click to EXPAND; click TICKETS
Creative	http://demo.theauragroup.com/movieconnect/demo-sherlock-holmes.aspx

Movie	Beauty and the Beast 3D
Studio	Disney
Ad Server	Google/DoubleClick
Notes	MovieConnect panel only. Not complete advertisement.
Creative	http://demo.theauragroup.com/movieconnect/demo-beauty-and-the-beast-3d.aspx

Movie	Tinker Tailor Soldier Spy
Studio	Focus Feature
Ad Server	Google/DoubleClick
Notes	MovieConnect panel only. Not complete advertisement.
Creative	http://demo.theauragroup.com/movieconnect/demo-tinker-tailor-soldier.aspx

Movie	A Very Harold & Kumar Christmas 3D
Studio	Warner Bros.
Ad Server	Google/DoubleClick
Notes	MovieConnect panel only. Not complete advertisement.
Creative	http://demo.theauragroup.com/movieconnect/harold-kumar-christmas-3d.aspx

Movie	J. Edgar
Studio	Warner Bros
Ad Server	Google/DoubleClick
Notes	Click to EXPAND; click TICKETS & SHOWTIMES
Creative	http://demo.theauragroup.com/movieconnect/demo-j-edgar.aspx

Partners

CNN

• Rich Media

Disney

• Facebook App
• Flash Widget
• Mobile Widget
• Rich Media

Flite

• Rich Media

Google/AdMob

• Mobile Ads

Google/DoubleClick

• Rich Media

Marvel

• Facebook App
• Flash Widget
• Mobile Widget
• Rich Media

MediaMind

• Rich Media

Pointroll

• Rich Media

Summit Entertainment

• Facebook App
• Flash Widget
• Mobile Widget
• Rich Media

Warner Bros.

• Facebook App
• Flash Widget
• Mobile Widget
• Rich Media

Yahoo!

• Rich Media

Youtube

• Rich Media