In Summer 2011, Something Massive partnered Yahoo! Movies with Regal Cinemas for a groundbreaking mobile coupon promotion that leveraged the Facebook Places API. The three-month promotion rewarded users in two ways: through a proprietary mobile microsite that checked users in through Facebook at any Regal Cinemas location, or through a fangated Facebook tab experience. The end result for both entry points into the promotion was an instant mobile coupon that could be scanned at any Regal Cinemas location across the country for a free small popcorn. In theaters, customers navigated to a unique URL from their smartphone, connected with Facebook, checked in to their Regal Cinemas location, and “liked” Yahoo! Movies on Facebook - unlocking a mobile coupon barcode for immediate redemption at the concession counter. On Facebook, customers that “Liked” Yahoo! Movies or Regal Cinemas’ Facebook page could enter their mobile phone number right into a Facebook tab that instantly generated a text message with a link to a mobile coupon barcode for use in any Regal Cinemas location.

1. CASE STUDY

2. Campaign Summary:
In Summer 2011, Something Massive partnered Yahoo! Movies with Regal Cinemas for a
groundbreaking mobile coupon promotion that leveraged the Facebook Places API. The
three-month promotion rewarded users in two ways: through a proprietary mobile microsite
that checked users in through Facebook at any Regal Cinemas location, or through a
fangated Facebook tab experience. The end result for both entry points into the promotion
was an instant mobile coupon that could be scanned at any Regal Cinemas location across
the country for a free small popcorn. In theaters, customers navigated to a unique URL from
their smartphone, connected with Facebook, checked in to their Regal Cinemas location, and
“liked” Yahoo! Movies on Facebook - unlocking a mobile coupon barcode for immediate
redemption at the concession counter. On Facebook, customers that “Liked” Yahoo! Movies
or Regal Cinemas’ Facebook page could enter their mobile phone number right into a
Facebook tab that instantly generated a text message with a link to a mobile coupon
barcode for use in any Regal Cinemas location.
Campaign Performance:
The campaign, which also included prominent in-theater advertising and Facebook
Marketplace ads drove 1.2 million new “likes” on the Yahoo! Movies Facebook page –
bringing in a relevant, movie going audience - and adding 1.4 million spent on
movies.yahoo.com. Moviegoers redeemed $1 million in free popcorn as 300,000 coupons
were served to Yahoo! Movies fans, and the promotion helped create 200,000 Facebook
check-ins at Regal Cinemas across the country.

3. The Solution: In Theater
• Consumers visited any of Regal Cinemas’ 537 theater locations nationwide.
• Users navigated to a unique URL on their smartphone browser and connected to Facebook to begin the process.
• Using mobile based location services and leveraging the Facebook Places API, users would check in to their Regal Cinemas location.
• After checking in, a co-branded message would automatically post to the user’s news feed that included a link to Regal Cinemas’ Place
Page and Yahoo! Movie’s brand page on Facebook.
• Users would then LIKE Yahoo! Movies on Facebook with one click of a button officially unlocking their mobile coupon.
• The mobile coupon integrated with Regal Cinemas’ concession POS systems and could be scanned instantly for a FREE small popcorn.

4. The Solution: In Theater
• Consumers visited any of Regal Cinemas’ 537 theater locations nationwide.
• Users navigated to a unique URL on their smartphone browser and connected to Facebook to begin the process.
• Using mobile based location services and leveraging the Facebook Places API, users would check in to their Regal Cinemas location.
• After checking in, a co-branded message would automatically post to the user’s news feed that included a link to Regal Cinemas’ Place
Page and Yahoo! Movie’s brand page on Facebook.
• Users would then LIKE Yahoo! Movies on Facebook with one click of a button officially unlocking their mobile coupon.
• The mobile coupon integrated with Regal Cinemas’ concession POS systems and could be scanned instantly for a FREE small popcorn.

5. The Solution: On Facebook
• Consumers could get their Free Popcorn coupon before arriving at the theater on Yahoo! Movie’s Facebook page.
• The fangated tab accepted users’ cell phone numbers and instantly delivered a text message with a link to the Free Popcorn coupon.
• Consumers could redeem their coupon for Free Popcorn for up to seven days from when the text message was sent.

6. Campaign Promotion: In Theater, On Site, Facebook
Placement on Yahoo! Movies Website.
In Theatre Advertising at all 537 Dedicated Facebook tab on
Regal Cinemas locations brand pages.
nationwide.

7. Campaign Promotion: In Theater, On Site, Facebook
IN THEATRE SIGNAGE AND VIDEO WEBSITE LANDING PAGE
Placement on Yahoo! Movies Website.
In Theatre Advertising at all 537 Dedicated Facebook tab on
Regal Cinemas locations brand pages.
nationwide.

9. Results: Promotion Coverage
“The ongoing free popcorn promotion has Yahoo Movies taking the lead this week. An
additional 136,969 moviegoers are enjoying a free buttery treat.”

10. Results: Promotion Coverage
“The ongoing free popcorn promotion has Yahoo Movies taking the lead this week. An
additional 136,969 moviegoers are enjoying a free buttery treat.”
All Facebook names Yahoo!
Movies Facebook’s Most
Explosive Page with over
136,000+ new likes in one
week alone.
Total Fans as of June 6:
377,000+
Total Fans as of September
26: 1,503,000+

11. Thank You!