MEC, Sydney / PARAMOUNT / 2010
We built Asia Pacific’s biggest Bluetooth network, covering more than half a million square metres in six major Australian cities.
We sequenced our content so that high-interest materials were delivered first: we offered consumers the trailer, then ringtones, then wallpaper and calendar reminders. In cinemas we also offered money-off vouchers.Two hundred and twenty-five hotspots were linked with live tracking enabling us to monitor content delivery and response rates.We supported our mobile message with three different out of home environments, including digital screens in shopping centres, 60 display stands in cinema foyers and 50 Adshel shelters.
For one month, Bluetooth-enabled out-of -home combined high frequency for the broad cinema-going audience of 13-39 year-olds with deeper engagement via mobile in our key target.
Our mobile message reached 1.3 million consumers and 127,266 consumers actively requested content.
An estimated one in four passed on our trailers, ringtones or wallpapers.Daily downloads hit 3,977, double the performance of previous Paramount Bluetooth campaigns. Opt-in rates – the number of consumers who said yes to our messages versus those who actively declined – hit 39.6%, double the industry norm.Transformers: Revenge of the Fallen took more than AUS$40m at the box office – the fourth biggest hit of all time in Australia (up 47% on the first Transformers).
PARAMOUNT PICTURES, Hollywood