Case StudiesHoyts

Commenced December 2006

Overview

HOYTS Cinemas engaged AURA Interactive to develop a mobile-based CRM solution that would provide a platform to promote upcoming movie titles while also increasing ticket & candy bar sales. Additionally the solution provided Hoyts with metrics relating to the frequency of consumer visitation.

AURA installed a live Bluetooth network solution, called HOYTS BlueZones, in the foyer and lounge areas of each cinema to create interactive zones where cinemas-goers can interact with HOYTS and download time-based offers and movie related mobile content free of charge.

Summary

  • During the pilot period monthly interaction levels doubled in the first 3 months
  • Since national roll-out monthly interactions levels have increased by 120%
  • M-coupon redemption rates have been impressive and clearly measurable
  • Redemption rates of 41% for Candy bar vouchers, 99% for movie ticket offer
  • Overall average opt-in rate 54%, up to 84% for movie content
  • Improves the way HOYTS engages with their patrons to promote upcoming films
  • Makes downloading rich video & audio affordable for the average consumer
  • Adds more value to their patrons' entertainment experience

Quote

It's a new communication strategy for us, primarily to increase frequency (of purchase) and reward repeat visitation.

Anthony Thiessen, Head of marketing

Hoyts Corporation