Case Studies: Emotional Backgammon.
THE BRIEF
After a successful premiere at Odeon Leicester Square,
‘Emotional Backgammon’ secured a US distributor.
However, a deal with the film’s UK distributor
fell through at the 11th hour. The film’s producers
turned to Siren Enterprises to organize a 10-city regional
release across the UK with a limited budget.
THE APPROACH
The most effective use of the limited marketing budget
was to market direct to consumers.
Siren used existing and shared databases to market
direct via e-mail and SMS and negotiated for cut-rate
prices on press ads. Siren focused its marketing efforts
in areas that matched the film’s target demographics.
Initial market research showed that the film appealed
to urban youths; Siren was able to reach these customers
cost effectively through pirate radio. To gain greater
exposure, Siren arranged several interviews for BBC
radio, again focusing on programmes appealing to the
target market.
To support each region’s premier, Siren arranged
for flyers to be handed out in areas near the screenings,
secured interviews with local press, sent releases to
all regions and arranged for the film’s director
to conduct Q&A sessions after each screening.
Leveraging the power of integrated marketing, all channels
led back to the web site where customer data could be
captured. The web site detailed a full history of the
project, cast lists, a dedicated press area, games and
a competition prize draw.
RESULTS
The web site exceeded the producers’ expectations
in terms of hits and customer data capture.
The film had a successful run across the UK and the
marketing expenditures had a positive ROI. A cult following
was created, resulting in distribution offers around
the world and increased DVD sales.
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