Fandango, the Web-based ticket company, uses digital downloads as a way to add value to the movie-going experience and to make it more engaging.
Sometimes this means a customer buys a ticket and can download the music from the movie, says Chief Marketing Officer Adam Rockmore. In other instances, Fandango has provided e-books pegged to movie releases, such as “Gone Girl,” “American Sniper” and “The Divergent Series: Insurgent.”
Either way, digital giveaways help the company move beyond the old idea of offering rewards that customers might not really want, such as cashing in airline miles for magazine subscriptions.
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“We’ve been really focused on making a Fandango ticket mean a little bit more to the consumer,” Rockmore says. “What I mean by that is: How do we add more value to the experience? How do we make the movie-going experience more engaged, more interesting? So we’ve been accelerating these rewards.”
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