New strategy to involve corporates, cinema-goers

By Our Special Correspondent

BANGALORE, MAY 28. Going to the movies can be more than fun. If one happens to occupy a "lucky" seat, one may end up with attractive gifts.

The "lucky" seat concept is part of the marketing strategy evolved for its corporate clients by the Bangalore-based Hungama.com. The idea is also to get corporates interact with potential young customers at-the-most-happening cinemas and conduct instant market research. This promotion at cinemas can be linked to promotions on the Internet.

Hungama.com claims to be the first "dot com" company in South East Asia to make a marketing move from the virtual to the real world, teaming with leading cinemas in six cities in the country.

The way it works is quite simple. On pre-determined weekends every month, the "lucky" seat is run at two cinemas in association with corporate clients. Jointly branded "lucky" seat cards are distributed to patron about 20 minutes before the start of the movie.

Once the cards have been filled, it doesn't take more than a minute or two, and dropped into boxes, winners are chosen on the basis of a lucky dip or on other criteria provided by the client.

The winner list is displayed just before the interval and the prizes are sponsored by the corporate client. The "lucky" seat cards are also used as a marketing tool to carry out market research or to provide information to a niche target audience. A great amount of customer loyalty is expected to be built in the process.

In Bangalore, the promotions will take place on weekends at Rex and Symphony, and a premiere of "Three to Tango" was sponsored on Sunday. Hungama.com is planning a tie-up with a South Bangalore cinema as well.

Hungama.com runs "e-promotions" for select Warner Brothers movies due for release in India. Called the "Sneak Peek", Hungama.com hosts the e-promotions for the movie on its website three or four weeks before the release in cinemas. Winners of this promo- contest are invited to an exclusive premiere of the movie as in the case of "Three to Tango".

Brands being promoted on the Hungama.com site range from Levis to Ayurvedic Concepts and from Ray Ban to Sony Music. E-promos are considered easier and more user-friendly as there are no coupons to be cut, filled and mailed. "Dipstick" research from customers is particularly suitable for the Internet. The Web is also good for interactive marketing with participation from those who log onto the site.

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Section  : Southern States
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