Vue Entertainment (Vue) is a premium cinema chain who host both blockbusters and event cinema screenings such as Shakespeare/opera. They’re one of the biggest Cinema groups in Europe with over 85 cinemas in the UK and Ireland and 800 plus screens.
The client was looking to re-invent their digital image and strategy by working with us to build new email designs, integrate existing data capture elements and build new promotions/competitions.
Ovato Technology worked with Vue to create a set of new email designs focused around their different email types which included:
• Solus Email – one off event focused campaigns
• Newsletters – multi-event focused campaign, generally centered around film genre
• Film Times – weekly broadcast of all films showing for local cinema
Thanks to the use of our TractionNext segmentation we were able to personalise email campaigns so that every email was specific to the individual, the cinema they attended and the film genres that they were interested in. To source the film times real time, we integrated with their CMS system and pulled data through the use of RSS feeds.
Email designs were updated to be in line with their online design philosophy, sleek, streamlined and responsive across all devices.
We worked with the Vue promotions team to build exciting competitions that integrated with their existing campaign flows using our CRM platform TractionNext.
Ovato Technology realized the Super Tuesday promotion as part of a strategy to increase footfall outside of existing weekend traffic through integrating with the online booking scheme and designing visual assets as part of a new series of automated emails. Thanks to the use of automated SMS messaging to share unique codes, there was no longer a need for the previously used paper based system. This meant that all information was encrypted at rest, easily audited and safe & secure.
We prepared regularly delivered reports to Vue, as part of billing management, marketing strategy through the use of custom built reporting devices that were delivered to their brand managers and online storage facilities.
As a result of our comprehensive strategy and the use of our TractionNext platform we:
• exceeded delivery rates by 99% on average
• Increased database size by 50%
• Increased subscribers by 75%
• Increased open rates, click rates and conversation rates across the board
• Redesigned emails for the future
• Overhauled loyalty scheme in the form of Super Tuesday