Market Sector: Entertainment
Client: Sony Home Entertainment
Campaign: ‘Get personal with Rambo!’
Sony sought dynamic new ways of promoting their blockbuster DVD releases and at the same time collect valuable data to help them learn more about their core consumer base.
Inc Direct created the concept of incentivising customers to pre-order the DVD with a personalised, limited edition Rambo DVD slipcase (a world first). Through a web-link with Play.com, as customers completed their pre-order, they were automatically re-directed to the Rambo micro-site developed and hosted by Inc Direct. Here customers were invited to ‘free-flow’ personalised text into a predefined area within the DVD slipcase artwork, view a proof preview and approve it.
While confidentiality dictates we are unable to reveal exact figures, it’s safe to say that Play.com has confirmed this was one of the most successful pre-order incentives they have ever run.
