orange film proposition

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UK content strategy

Anita BevanHead of Content Operationsanita.bevan@orange-ftgroup.com

22 October 2009

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Content strategy for audience uplift

Improve breadth, depth and credibility of content through new partnerships with trusted brands

Differentiate through experience. Create engaging user experience specific to each proposition

Drive content sharing, commenting and community interaction in line with orange brand positioning

Increase relevancy through personalisation and customisation

Re-shape propositions to enable portability between pc and mobile

Use mobile assets – identity, location, alerts etc to enrich overall experience

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Orange Film

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Meet Anne

Anne is a 32 year-old teacher and an Orange mobile customer

She likes to use her Orange Wednesdays 2 for 1 ticket offer at her local cinema

Pic of Anne with mobile

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To find out what’s showing locally Anne can use her Desktop widget….

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…or the Film Finder on orange.co.uk

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…or the Film Finder on Orange World

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To choose which film to see Anne can watch the trailers and read user reviews on orange.co.uk and Orange World

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After she’s seen the film she can post a quick review on orange.co.uk or Orange World…

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…or create an avatar and join the crowd…

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Key points about the Orange Film experience

Orange Wednesdays proposition is at the heart of the experience

Proposition built on existing cinema-going behaviours

Customer can access wherever they are – even on Facebook

Experience optimised for platform User-feedback becomes compelling content Film audience has more than trebled following

launch of new proposition, to just under 500,000