Shopper Marketing - May 2017 - 87

Fandango has a high level of recognition and familiarity
among shoppers. Fandango movie rewards may also attract the attention of current Fandango users, potentially
bringing an attractive audience to a brand or retailer they

Fandango's powerful brand
recognition and large user base
make it an attractive partner for
brands and retailers.
Fandango is a household name. At least 95% of
shoppers in the survey are familiar with Fandango and
over half are either current or former users. Almost all
shoppers are able to attribute meaning to Fandango's
logo. This creates a distinct opportunity to feature the
Fandango logo with the partner brand to increase sales.
The logo is also effectively used with in-store graphics.

may not normally use. The power of the Fandango brand
could be especially appealing for a less recognized brand,
by creating a "halo effect" and bringing awareness and
credibility to that brand.
As would be expected, Fandango users are highly
attracted to movie rewards and are a valuable audience
to attract. They tend to skew younger (millennials),
female, highly educated, in a higher income bracket
and are more susceptible to the impact of rewards
on shopping behavior than the average shopper.
Fandango rewards proved equally attractive in a
variety of formats. Shoppers evaluated three Fandango
branded rewards (a multi-brand reward, a no purchase
necessary/chance to win reward, and a single brand
reward). About half of shoppers would participate in
any of the Fandango rewards formats. Additionally,
one-third of shoppers find a Fandango movie reward a
highly appealing alternative to cash discounts.

One A Day Kids Movie Ticket Program Case History
Objectives:
Drive brand sales for One
A Day Kids participating
products through a free $9
Fandango movie ticket to
see any movie. Delighted
and incentivized key customers by aligning with
a fun relevant reward to
consumers!
Increase account/retailer
demand. Included a gift
with purchase retail component offer at retail.
Improve key brand metrics with consumers
through awareness program. Movie tickets are
very flexible and hold high perceived value reward.

Program:
Purchase 1 of any participating One A Day Kids
products and receive a free $9 Fandango movie
ticket to see any movie.
Consumers receive a unique code via email and
enter their codes on a custom activation website to
receive the movie reward.
Program dates 10/30/2016 through 11/30/2016

Key Learnings:
Buy 1 offer easy to obtain,
and many consumers bought 2
to receive multiple tickets. 4,381
consumers bought the offer twice.
The receipt technology worked
well and was easy for consumers
to execute.
The holiday season was a
great time of year to run a movie
offer.
Suggest choice of a movie
ticket at theater or movies at home
for future offers.
Movie tickets were used on a variety of movies
including Moana, Storks, Kubo and the Two Strings,
Pete's Dragon, Rogue One and others.
Many consumers liked the offer, packaging and
marketing.
It was smart to allow the ticket to be used on any
movie.
Average basket spend was $36.59.
3,908 purchases where One A Day was the only
item purchased.
Items were mostly bought at drug and grocery
stores.

Sponsored Content



Table of Contents for the Digital Edition of Shopper Marketing - May 2017

Contents
Shopper Marketing - May 2017 - Intro
Shopper Marketing - May 2017 - 1
Shopper Marketing - May 2017 - 2
Shopper Marketing - May 2017 - 3
Shopper Marketing - May 2017 - Contents
Shopper Marketing - May 2017 - 5
Shopper Marketing - May 2017 - 6
Shopper Marketing - May 2017 - 7
Shopper Marketing - May 2017 - 8
Shopper Marketing - May 2017 - 9
Shopper Marketing - May 2017 - 10
Shopper Marketing - May 2017 - 11
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