TradeDoubler and LOVEFiLM pioneer first performance-based viral campaign
01 December 2008
TradeDoubler, the pan-European digital marketing company, today announced it has been appointed by LOVEFiLM to create and manage a pioneering new viral campaign. TradeDoubler will produce, seed and track a viral game which will convert through an affiliate model for LOVEFiLM, the first time that an initiative of this kind has been done on such a large scale.
The campaign, which will complement high season demand for DVD rental, aims to increase awareness of and traffic to the LOVEFiLM website, and act as an acquisition channel of trialists to LOVEFiLM DVD and game rental service.
The concept of the game centres around the 'LOVEFiLM Academy' where players go to train to become superheroes, battling both good and bad guys and using LOVEFiLM DVD's to knock them out. Once the game has ended, players are given a promotional code which can be redeemed at checkout on the LOVEFiLM website, and are invited to submit their score to a leader board. The player with the highest score will win £250 worth of LOVEFiLM Shop vouchers and the next nine high scorers will receive free annual membership to LOVEFiLM Rentals. Peer-to-peer referrals are also encouraged through a recommend-a-friend facility where players can invite others to play.
The game, which is scheduled to go live at the beginning of this month, will initially be seeded on the main gaming portals, viral communities and social networks. TradeDoubler will then track the number of people that play the game and subsequent sales via the LOVEFiLM site. Sales conversion rate is expected to be 2%, whilst click-through rate is likely to be around 25%.
Jason Norris, Affiliate Manager at LOVEFiLM, said: "November through to February is an important time for us in terms of DVD rental and we wanted a strong, creative digital campaign to explore new opportunities. The concept TradeDoubler presented to us was the perfect way to do this, making them the obvious partner for this campaign. Tracking the viral impact on a performance basis makes this a really exciting new step in our digital strategy."
Lara Kelly, Client Services Director at TradeDoubler, commented: "We are thrilled to be working with LOVEFiLM on such a ground-breaking project. For the first time, LOVEFiLM will be able to accurately measure the impact of a viral and track the value of a campaign back to the brand and sales. We look forward to seeing results of the campaign in the months to come and hope to roll out similar offerings to our other clients in the future."
TradeDoubler was responsible for the concept design and coordination of the project, and worked in conjunction with viral agency TAMBA to execute the campaign.
Play the game: http://www.lovefilm.com/micro/superherogame.html
About TradeDoubler
TradeDoubler is a global digital marketing company offering a range of performance-based marketing solutions. TradeDoubler's products and services provide companies with the tools and expertise to drive results online whether they are looking to generate sales or drive brand awareness. Headquartered in Sweden, the company boasts a unique global reach with local offices in 18 countries. With a breadth of expertise across multiple industry sectors and a network of more than 128,000 website publishers TradeDoubler helps deliver online results for over 1,700 advertisers globally including a mix of local and international companies such as Apple Store, Dell, Telia Sonera and Kelkoo.
About LOVEFiLM International Ltd
- LOVEFiLM International Ltd is Europe's leading online DVD rental subscription service with just under one million members and operates in the UK, Sweden, Norway, Denmark and Germany.
- LOVEFiLM UK carries over 65,000 unique titles including games, as well as a fast-growing film download service.
- LOVEFiLM customers have generated over 68 million film ratings and over 600,000 member reviews.
- LOVEFiLM offers a range of online DVD rental options in each market. In the UK these include £3.99 a month allowing members to have 1 DVD at a time (limit of 2 per month), £7.99 for 2 DVDs at a time (limit of 4 per month), £9.99 a month for one DVD out at a time (unlimited), £12.99 for two at a time (unlimited) and £15.99 gives the option for three DVDs at a time (unlimited). These packages include unlimited DVD rental each month, free postage and no late fees.
- The LOVEFiLM weekly newsletter reaches 500,000 subscribers.
- LOVEFiLM International has won: British Video Association's award for the UK's Best Rental Service in 2005, 2006, 2007 and 2008, the fast-growing media company Media Momentum award in 2005, 2007 and 2008, UK technology - Innovation & Growth award for Mediatech Impact of the Year 2008, Home Entertainment Week awards for Rentailer of the Year 2008 and 2007, the 2008 Fast Growth Business Award for Retail/Leisure business of the Year, awarded 2nd place in The Sunday Times Top 100 Fastest Growing Private Tech Companies 2008 - (5th in 2007), The Sunday Times Tech Track 100 2007 - Best Management Team Award and was recently a finalist in the National Customer Service Awards 2008.
- The group currently works with major partners in the UK including Tesco, easy Group, CD Wow, Guardian News Media, WHSmith, Odeon and Vue Cinemas, some of whom offer a fully white-labelled service.
- LOVEFiLM launched the first UK mass-market movie download service to its UK subscriber base in December 2005. Short films and full-length feature films are available from major Hollywood studios including Universal, Warner Bros. Twentieth Century Fox, Paramount Pictures and Sony.
