Screenvision Partners with Carnival Cruise Lines on Exclusive Cinema Program with Shazam for New Marketing Campaign Debuting During Olympics
- Shazam integration contains a sweeps for a free cruise -
- Research shows TV and Cinema combination delivers 40+ percent lift on key brand measures -
NEW YORK, Feb. 12, 2014 /PRNewswire/ -- Today, national cinema advertising leader Screenvision announces an exclusive program with Carnival Cruise Lines to showcase the brand's new spot, "Bobslide," which is debuting nationwide in cinemas during the Sochi 2014 Olympic Winter Games. The program with Carnival is the latest example of brands pairing cinema and TV for greater impact, including incremental reach versus key younger demos, and blockbuster impact on key measures of brand awareness and brand affinity.
Additionally, Carnival's "Bobslide" ad, viewable here, includes a Shazam integration, providing moviegoers a chance to win a free Carnival cruise vacation. Through its exclusive cinema relationship with Shazam, Screenvision has executed six programs on behalf of advertisers over the last nine months, delivering incremental opportunities for brands to connect to consumers at the moment the ad is viewed.
"More and more advertisers are recognizing the benefits of planning budgets across multiple video platforms, including the powerful combination of TV and cinema throughout the year, and with big TV events. Not only does our research show increased brand awareness and affinity, but we are also offering unique integration opportunities through Shazam that give our advertisers a direct line to engage with their target," said Jim Tricarico, Chief Revenue Officer, Screenvision. "We're thrilled to have Carnival's newest creative shown in our theatres, and are confident that our 40-foot screens will provide the ultimate storytelling platform to help them deliver on their message."
"We are excited to not only showcase our new 'Bobslide' spot with Olympic viewers on TV, but also share it with millions of moviegoers during the celebration of the Olympic Games," said Stephanie Evans-Greene, Vice President of Brand Communications and Planning for Carnival Cruise Lines. "Screenvision gives us national reach among our key demographic, and through Shazam we have a creative way to further engage and connect with moviegoers."
TV and Cinema Combination Delivers
For advertisers looking to make a greater impact, research has proven that a TV and cinema media buy can dramatically boost ad effectiveness metrics year round.
Screenvision, in partnership with Lieberman Responds, fielded 70 in-theatre studies among 3,000+ moviegoers to measure cinema ad impact for brands across a wide range of categories such as consumer product goods, automotive, electronics, telecom and retail. The findings prove that when brands add cinema to their TV campaign, ad impact increases among moviegoers who previously saw the TV spot and recalled the ad in Screenvision's preshow two and half hours after exposure, compared to a control group of moviegoers who previously saw the TV spot but were not exposed to the spot in Screenvision's preshow. Findings for respondents who viewed the ad on TV and in cinema, instead of only on TV experienced:
- 69% increase in top-of-mind unaided brand awareness
- 49% increase in purchase intent
- 43% increase in brand recommendation
Connecting Audiences to Advertisers with Shazam
Screenvision offers an elevated experience to connect advertisers to its audience through its exclusive partnership with Shazam. While moviegoers watch a Shazam-enabled ad, like the Carnival "Bobslide" spot, they will be prompted to "Shazam" the ad to engage with the brand. Not only is the Shazam call to action on screen during the ad, but Screenvision also teases it with interstitials earlier in the preshow. This strategy enables brands to reach a tech-savvy and influential audience, who will leave the theatre with the brand message "in their pocket" as the ad is essentially bookmarked and saved for later in the Shazam App on their phone. In addition to sweepstakes, other Shazam executions have included bonus content, shopping and coupons.
Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services to top tier theatrical exhibitors presenting the highest quality moviegoing experience. The Screenvision cinema advertising network is comprised of over 14,300 screens in 2,300+ theater locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 6 of the top 10 exhibitor companies. For more information: http://www.screenvision.com.
ABOUT CARNIVAL CRUISE LINES
Carnival, a unit of Carnival Corporation & plc, is "The World's Most Popular Cruise Line®" with 24 ships operating three- to 23-day voyages to The Bahamas, Caribbean, Mexican Riviera, Alaska, Hawaii, Canada, New England, Panama Canal, New Zealand, the Pacific Islands and Tahiti. The company's 25th ship, the 135,000-ton Carnival Vista, is scheduled to enter service in 2016.
Shazam is the world's leading media engagement company connecting people to the media around them through their mobile device. When a user shazams a song or TV show, they are able to identify, explore, purchase and share that content. One of the world's top ten apps, Shazam reaches more than 420 million users in 200 countries, exceeds 80 million monthly active users, and is growing by another 13 million new users each month.
Shazam makes it easy for people to share their discoveries on Facebook, Twitter, Whatsapp, Pinterest and Google+. And to purchase through iTunes, Amazon and Google Play. For people who don't yet have the Shazam application on their smartphone, it is available for FREE on every major platform and can be found on iTunes App Store, Google play, Amazon App Store, and other app stores.
ABOUT LIEBERMAN RESPONDS
Since 1966, Lieberman Responds has dedicated itself to partnering with our clients to enable them to make better business decisions and meet their overall business goals. Lieberman Responds has become one of the largest and fastest growing independent market research companies in the world by providing uncompromising quality service to our clients. We continue to expand the boundaries of market research by combining our extensive marketing knowledge and experience to continuously provide innovative and creative approaches helping us reach the next level in customer understanding. This allows us to provide our clients with the most actionable results to address their needs, while achieving the optimal return on investment in ever-changing and complex markets. www.liebermanresearch.com
Caroline Kasabian – Screenvision
Shazam Media enquiries: PR@shazamteam.com
The Shazam, Shazam Encore, Shazam for TV names and icons are trademarks of Shazam Entertainment Limited.