SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

Cineplex’s new (and improved!)social strategy

JUSTINE MELMANCINEPLEX ENTERTAINMENT

Cineplex’s New (and Improved!) Social Strategy

Owning Social To be social media’s most

engaging and influential brand for movie fans in Canada

In 2015, millions of people will see a

movie in a Cineplex theatre and then share

their thoughts and feelings with their

peers and networks.

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Movie Opens

#FanScreen

OWNABLE BEHAVIOUR

OWNABLE MOMENT

OWNABLE CONVERSATION

#FanScreen #FanScreen

Lifecycle of a Film

EARLY BUZZ

TRAILER RELEASE

DIGITAL STORERELEASE

THEATRICALRELEASE OWNABLE MOMENT

PARTICIPATE Have an active voice in the

organic conversation, curating fan-generated content and

relevant owned content.

OWN Capture the post-release momentum, driving the

conversation with direct requests for FGC and influencer activations.

REIGNITE Leverage previous

FCG to renew engagement.

How does it all unfold?

Calls to Create

FanScreen Influencers

FanScreen Booth Video and photo booth captures fans’ reactions to films and responses to calls to create.

Hashtags #FanScreen plus the movie hashtag builds program recognition and ties to the larger conversation.

FanScreen Booth & Hashtags

#FanScreen + #MazeRunner #Sisters #PaperTowns #Spectre

FanScreen Community Hub

Social content on the path-to-purchase can increase conversion by

5-7%.

Reignite for the Cineplex Store

The conversation continues when fans have the chance to

rent or buy the film in the Cineplex Store.

How are we doing?

#FanScreen

#FanScreen

Launched May 15th with

Pitch Perfect 2

Executed 21 campaigns in 8

months

Biggest challenges have

been process and analytics

Cineplex mentions on

social are 168%

above goal

FanScreen mentions have grown 177% since launch

Twitter engagement

grew by 67% YoY

Facebook ER is almost 3x average for vertical

#FanScreen Thank you!

Justine Melman Executive Director, Digital Strategy

@justinemelman

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016