Yummi Media (Cinime) - Mobile Creatives - Second Screen
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Yummi Media (Cinime) presentation slides from the Mobile Creatives meetup on the 12th of June 2013
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Yummi Media (Cinime) - Mobile Creatives - Second Screen
- 1. Tom Campbell CTO, @tomspost *Remember to ask to download blue Cinime appTom Campbell CTO, @tomspost *Remember to ask to download blue Cinime app Use your little screen to get more from the BIG screen
- 2. THE TECHNOLOGY BEHIND CINIME? WHAT THEY ARE WATCHING WHAT THEY ARE LISTENINGTO THE TIME THEY ARE INTERACTING THEIREXACT LOCATION A that allows consumers to fully engage with the world around them directly through their mobile phone. Users connect by: Users can interact with the cinema experience around them based on what they are seeing Hidden audio codes delivers content straight to users phones based on exactly what they are watching and listening to Campaigns are time sensitive meaning content is delivered based on when people interact with it Location Based Services deliver campaigns that relate to you and your area
- 3. CINIME USER EXPERIENCE? The user experience within cinime is split into three main areas Scan In the cinema foyer, film and/or advertiser posters can be scanned using Augmented Reality technology to unlock trailers and/or extended advertiser content. Listen In the cinema auditorium cinime connects to the BIG screen via audio watermarking technology (see next page) allowing users to play along with the Ben & Jerry’s film quiz, receive exclusive advertiser content & extended trailers Goodies Section All of the content cinime users receive is stored in the Goodies section. Any content received in the auditorium is unlocked after the film has finished ensuring that the movies experience isn’t interrupted. Exploration of the content is encouraged after the film increasing advertiser engagement once cinema goers leave the cinema.
- 4. CINIME CAMPAIGNS SO FAR… Cinime is currently at a Beta test stage in 11 key ODEON sites nationwide until 1st July 2013 when a full scale launch will be rolled out to all ODEON and VUE sites nationwide. So far a number of brands have joined our Beta test and sit within a designated cinime section within the advertising reels before all screenings within the test sites.They include: Dominos Pizza In auditorium – Dominos sent a 50% off voucher direct to cinime users phone.
- 5. Live Demo
- 6. Live Demo
Editor's Notes
- 60% of cinemagoers own a smartphone, and increased from 53% last year. This compares to a UK average penetration of 46% (versus 43% last year). 80% keep their phone on silent – rather than turning it off – during the ads and trailers before the film, while 22% use their smartphone during this time anyway. Cinime allows cinemagoers the opportunity to engage with content they already admit to enjoying: 50% say the ads and trailers are “ a big part of the whole cinema experience ” 52% say the ads in cinema are “ bigger and better than those shown on TV ” 19% say the ads they see in the cinema are “ more relevant to me than the ones shown on TV ” 31% agree they ’ re “ more likely to talk to other people about ads they ’ ve seen in the cinema than ones they ’ ve seen on TV ” Cinime allows advertisers to leverage existing mobile behaviour in the cinema environment – not just in the auditorium by linking the little screen with the big screen – but also in the foyer before (average dwell time = 14.6 mins) and after (5.5 mins) the movie (numbers relate to smartphone owners in cinema), and as an additional touch point during the planning (tentatively) and post-visit stages.