My role: Community Manager
I became the IMAX 'branded' fan girl on social.
If you love watching movies, then IMAX is the only way to watch. The experience is unmatched with its big screen, massive resolution, and immersive sound quality. IMAX loves movies just as the fans do and it was up to us to communicate this on social.
As the community manager on this account, I was tasked to find opportunities to engage with fans, create a social/cultural impact during big movie releases like Star Wars: Rogue One, Kong, & Beauty and the Beast. I optimize social content to drive engagment that appeals to the movie lovers, and identified audiences who want to watch in IMAX though our proof points of being a superior entertainment experience.
Fan Engagement gives the fans some love and improves brand salience.
Activations
IMAX Taskforce
Problem: Large blockbuster movies draw huge crowds of dedicated moviegoers. We know they want to watch the movie, but are unaware there is a deeper movie watching experience - to watch in IMAX.
Strategy: Though our research, we discovered that fans have the movie release date locked in their mind. Two days after the movie is released, the fans are chatting about it on social. They talked about wanting to go see the movie, but were not sure when to see it and most importantly, where to see it. That's where IMAX came in.
Social Approach: With IMAX, we implemented a tactic specifically for Twitter that activated the movie lovers to bring to mind about experiencing their movie in IMAX. A taskforce was set up like a war room, where we identified conversations and targeted fans who were excited about the movie, had intent to buy tickets, and were attending the movie but might not think about watching in IMAX. We surprised and delighted fans with social content from the movie and an easy and simple trackable link to purchase tickets.
We were given the opportunity to engage with dedicated movie fans of four big blockbuster movies - Doctor Strange, Star Wars: Rogue One, Beauty & the Beast, and Kong.
The Results: Engaged fans, over 70% click-through rates, and a fast and convenient way to purchase IMAX tickets.
Taskforce Examples:
Our fans chased us across our social pages for a chance to win free IMAX tickets.
We surprised fans with GIFs from the actual Star Wars: Rogue One movie and invited them to be part of our squad.
We had a sing-a-long with the fans in the Facebook comments during a live-stream announcement for Beauty and the Beast.
We communicated actual story lines from the King Kong movie through emojis for the movie premiere.
IMAX Cultural Moments
I am constantly on the prowl to identity engaging opportunities to make a cultural impact for the IMAX brand through social and cultural events. Here are some of them below!
IMAX x Valentine's Day
Nothing says Valentine's Day like a great cheesy pickup line. To insert IMAX into this cultural and social conversation, we created a slew of sharable Valentine's Day cards with a cheesy #IMAXPickupLine and invited other fans to share some of their own.
The response was so much βΊοΈππ§π from the fans. The fan responses make us blush, lot of cheesin', and def won us over.
IMAX x The GRAMMYs
The GRAMMYs is a very social and cultural event where the industry celebrates the best of music and sound. As authorities on sound, IMAX joined in the social conversation by recreating our own version of the award -- The Golden IMAX Speaker for BIGGEST Sound of the Year.
The response from our fans was insightful as we uncovered which type of music our fans like and we also discovered what movie they enjoyed watching in IMAX. This post really hit the nail on our brand experience pillar where many fans spoke of the "immersive experience" and the acknowledging the IMAX difference versus a regular screening.
In addition, this post also outperformed our average engagement rate to date of all our "Cultural Moment" posts thus far. See the full post here.
* More information can be found here on the Mistress site.