Over 27K moviegoers reeled back for US cinema chain Marcus Theatres’ loyalty program 🍿
Success Stories
Marcus Theatres is a major movie theatre chain in Midwest markets, and the 4th largest cinema circuit across the entire US. They own or manage 82 locations across 17 different states, and are headquartered in Milwaukee, Wisconsin.
The challenges
🎯 The goals Marcus Theatres have are familiar across the entire cinema industry. They’re trying to keep moviegoers coming back to the silver screen, especially up against the increasing pressure of streaming platforms.
Across multiple campaigns, their aims break down into:
- Incentivising viewings of a diverse range of IPs
- Adding an extra layer of interactivity to their Magical Movie Rewards Loyalty Programme
- Offering a playful and engaging experience to their audience (gamification and entertainment go together like movies and popcorn 🎞️🍿)
📱 Games and gamification experiences “by Drimify”
For Marcus Theatres, the customisable games and experiences on Drimify have proven a useful digital tool, as they were able to put in place an ongoing strategy to use varied game mechanics to repeatedly engage their audience while promoting new releases.
A specific option they’ve employed to great effect are the instant win mechanics, such as with their Spidey Scratch & Win game, where users play for a chance to be rewarded with free drinks and snacks on their next visit, or bonus points to claim on their Magic Movie Rewards account when they watched the movie (to the equivalency of spending $25).
The outcomes
Whatever they win, their prize either enhances their experience with complimentary hospitality, or increases the likelihood of them returning to keep collecting points to redeem on their cinema experiences.
The gamification aspect injects a bit of excitement and intrigue, making the whole process more fun and engaging. By repeated gamification campaigns as part of a loyalty programme, Magical Movie Rewards members are conditioned to their gamified approach, and more invested in the process.
A gamified opportunity to promote any type of movie 🍿
In addition to instant win mechanics, Marcus Theatres have customised Quizzes, Personality Tests, and even a Basketball Game as a tie-in promotion for the reboot of Space Jam; but Drimify has an ever-growing catalogue of varied game engines that could be adapted to tie-in to new releases, as well as repertory or revival screenings of cult gems and classics.
Take it a step further and consider enabling the leaderboard functions on Quiz games and point-scoring games to foster competition among your audience, and integrate them in the lobby and within your app.
Results and KPIs
Key figures 🚀
- >27,000 completions of Spidey Scratch & Win to promote viewings of Spiderman: No Way Home in theatres, alongside their loyalty programme
Objectives achieved 😎
- Thousands of return visits facilitated across multiple campaigns through distributing bonus prizes, and bonus points for their loyalty programme
- A diverse array of movies promoted through gamified campaigns
Want to know more?
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