Odeon used incentivised advertising in social games to drive up sales on its f-commerce store, growing sales ten-fold.
Odeon decided to use incentivised advertising to boost sales on its ‘Event Organiser’ transactional app on Facebook as it was struggling to drive sales via the the social network.
The ads encouraged people to book tickets to see Prometheus via the Facebook store in order to be entered into a draw to win an iPad.
The campaign, carried out by SupersonicAds, targeted players of sci-fi and action games and rewarded those who engaged with the ad with Facebook Credits.
Alex Packham, social media executive at Odeon, said, “We launched the campaign with low expectations and no KPI’s as we just wanted to see what would happen. At the moment Facebook is not a place where people go to purchase.”
The campaign had a click through rate of 12.73% during the campaign and drove 33,400 views of the video. Sales on the Facebook store were ten times higher than before the campaign,
Packham said the opportunity with incentivised ads is in converting the most socially engaged people into sales. Odeon is planning to run similar campaign to promote the upcoming title Ted. He said the decision to do it for Ted was driven by the fact that a status update about Ted got the brand it’s biggest ever engagement rate.
He said the key with incentivised advertising is to be relevant and therefore it works for niche films that have a very specific audience, such as Sci-fi.