orange film proposition
TRANSCRIPT
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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