“The Limelight” Pre-Show Offering Transforms Consumer Engagement by Bringing Rich Mobile Interactivity to Movie Theaters across the Country
KIRKLAND, Wash. - Hipcricket®, Inc. (“Hipcricket”), the one-stop mobile marketing and advertising subsidiary of Augme® Technologies, Inc. (OTCBB: AUGT or “Augme”), announced that it has partnered with Screenvision, a national leader in cinema advertising, to bring interactivity to the movie-going experience through patrons’ mobile phones.
According to the Cinema Advertising Council, advertising “recall rates” for messages delivered in theaters are three to four times higher than recall rates generated by television advertising. This presents an enormous opportunity for brands to engage with audiences across Screenvision’s more than 14,300 screens in the U.S. With the recent introduction of its new pre-show offering, The Limelight, Screenvision has leveraged Hipcricket’s AD LIFE platform to create the first two-screen configuration that is delivered to the theater screen and mobile devices. Now, movie patrons can participate via SMS and play interactive mobile games during The Limelight period. Viewers who have downloaded the newly launched Screenfanz app will also earn points redeemable for free movie tickets and snacks through the incentivized loyalty program.
“What better way for brands to interact with increasingly tech-savvy audiences than while they anticipate watching the latest summer blockbuster movies with their mobile phones right in their hands. Rather than serving static ads, we are providing a richer, more engaging experience for movie-goers during the pre-show period,” said Lee Heffernan, SVP, Marketing, at Screenvision. “By partnering with Hipcricket, the passive movie-going experience has become fully interactive.”
In developing The Limelight, Screenvision has taken advantage of the Hipcricket AD LIFE platform, which empowers brands and agencies to launch mobile marketing and advertising campaigns along the mobile marketing lifecycle. AD LIFE allows companies to plan, create, execute, assess and optimize all of their mobile marketing campaigns from one single platform.
“Summer blockbuster films like The Avengers and The Amazing Spider-Man attract an extremely mobile-savvy audience and are ideal candidates for these types of branded initiatives in theaters,” said Doug Stovall, Hipcricket Senior Vice President. “Our recent campaign for The Hunger Games proved that audiences are turning to mobile during pre-show activities. From locating theaters and purchasing tickets to engaging with brands long after the first click, mobile is transforming the movie-going experience.”
Lionsgate employed mobile advertising, SMS, MMS and Mobile web to attract would-be movie-goers to The Hunger Games. The movie broke all previous opening weekend records for ticket purchases via mobile devices. It achieved a 5 percent click-through rate on iPad video ad units and an approximately 1.5 percent click-through rate on smartphone video ad units. Overall, the program achieved an impressive 1.4 percent media campaign clickthrough rate.
Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services for its theatrical exhibitor partners. The Screenvision cinema advertising network is comprised of over 14,300 screens in 2,350+ theater locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 10 of the top 15 exhibitor companies. With the recent introduction of its new pre-show, The Limelight, Screenvision has created the first 2-screen configuration targeted to the big screen and mobile devices, enabling advertisers to fully capitalize upon mobile interactivity and social connectivity with their ad buys coast-to-coast. For more information: http://www.screenvision.com.
Hipcricket, Inc. , a wholly-owned subsidiary of Augme Technologies, Inc. (OTC.BB: AUGT), is the one-stop mobile marketing and advertising company that empowers brands, agencies and media properties to engage customers, drive loyalty and increase sales. Hipcricket’s customers connect with consumers across every mobile channel, including SMS/MMS, 2D/QR codes, mobile websites, advertising via AD SERVE®, Hipcricket’s patented mobile ad platform, social media and branded apps. Hipcricket’s proven technology, strategic and marketing services and experienced account management teams have provided measurable successes across an industry-leading 175,000 campaigns for many national and regional brand-name companies and organizations, such as Macy’s, MillerCoors, Nestle, Clear Channel and The American Cancer Society. From building optimized mobile websites and landing pages using Hipcricket’s patented device detection and rendering capabilities, to the execution of highly targeted mobile advertising campaigns using custom rich media development and world class analytics, Hipcricket delivers the only end-to-end mobile marketing and advertising solution on the market.
Hipcricket is based in Seattle, Washington, with operations in New York, Dallas, Chicago, Atlanta, Los Angeles, San Francisco, and Miami.