In the highly competitive film distribution industry, Nu Metro Marketing and Universal Pictures sought an innovative solution to increase customer engagement and drive cinema attendance for upcoming movie releases.
At the time, MMS (Multimedia Messaging Service) was the primary method for sending video content to mobile users, but its 50MB file size limitation made it impossible to deliver high-quality, full-length movie trailers. This restriction resulted in low-resolution, truncated content, which failed to capture the full cinematic experience and excitement of the upcoming releases.
To overcome these limitations, Pocket Media, a subsidiary of VAS Holdings, was approached to leverage its revolutionary shrink wrap technology to create a seamless, high-quality video delivery solution.
Pocket Media collaborated with Nu Metro Marketing and Universal Pictures to implement a first-of-its-kind reverse-billed mobile video solution. This allowed viewers to watch a high-quality extended movie trailer without incurring any data costs, significantly enhancing customer experience and engagement.
How the Campaign Worked:
A teaser campaign was aired on television, promoting an upcoming movie.
Viewers were encouraged to send an SMS or scan a QR code to receive an exclusive full-length trailer.
Upon request, Pocket Media’s shrink wrap technology enabled a high-quality video stream, which was reverse-billed so that users could watch without using their own mobile data.
Unlike MMS, which had a 50MB limitation, this technology allowed for longer, HD-quality trailers to be streamed directly to mobile devices.
Viewers received an instant link to watch the trailer, ensuring zero friction in content consumption.
No app downloads or additional steps were required, maximising accessibility
The campaign successfully redefined mobile marketing strategies for the entertainment industry, delivering significant customer engagement, brand reach, and cinema footfall.
70% increase in audience engagement compared to traditional MMS-based campaigns.
Thousands of users watched full-length trailers, leading to higher anticipation and buzz around upcoming releases.
The reverse-billed solution eliminated the cost barrier, ensuring maximum reach and audience participation.
The technology allowed for real-time campaign tracking, offering insights into customer behaviour and content engagement rates.
The personalised mobile experience strengthened brand loyalty and interaction between studios and audiences.
Higher conversion rates from trailer views to cinema ticket purchases.
Established Pocket Media’s shrink wrap technology as a pioneering solution in mobile marketing.
Opened new opportunities for interactive advertising strategies across the entertainment sector.
By partnering with Pocket Media, both Nu Metro Marketing and Universal Pictures successfully bridged the gap between traditional advertising and digital engagement. This groundbreaking campaign revolutionised mobile video marketing, proving that high-quality, reverse-billed content delivery can significantly enhance customer interaction and drive cinema attendance.
This case study demonstrates how VAS Holdings continues to lead the way in innovative value-added services, reshaping the way brands interact with their audiences in the digital age.
VAS Holdings is a leader in value-added services (VAS), specialising in cutting-edge mobile marketing, digital engagement, and content delivery solutions. Pocket Media, a key division of VAS Holdings, provides next-generation multimedia solutions that drive customer acquisition, engagement, and retention.
For more information on VAS Holdings’ mobile marketing innovations, get in touch with us.
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