RADIO PROOF OF PERFORMANCE
Mindshare Promotions negotiated radio promotion opportunities for all radio stations purchased by GroupM Local Broadcast to promote the release of The Hunger Games: Mockingjay Part 1 which opened on Friday November 21, 2014
There were 47 stations purchased in 22 markets. Mindshare was able to get all of the stations to participate in a promotional activity for Mockingjay Part 1. There were also 2 additional stations (in Los Angeles, KBIG and KYSR) which participated without a spot buy with their sister station KIIS-FM in the Red Carpet Premiere on Monday November 17th. There were a total of 49 stations participating in The Hunger Games: Mockingjay Part 1 radio promotion.
PROMOTION DESCRIPTION This was the first partnership between Mindshare Promotions and the Lionsgate Field Agencies. Mindshare Promotions asked stations to go above and beyond thier normal movie promotion. Stations were requested to to include On Air, Digital and Social Media elements to their promotions and to get our promotion included inside of programming, especially in AM Drive or high profile dayparts. We also requested that stations use their assets to increase the stature of the prize (i.e. big station concert or event). We also provided the iconic Mockingjay Whistle for stations to insert into a Music Mix or between songs or spots to trigger listeners to call. PRIZING We did not offer stations any Run Of Engagement (ROE) passes to giveaway on this title, only Screening Passes and/or Prize Packages. (In LA, Red Carpet Premiere passes were also available. SCREENING PASSES were limited to a smaller number of passes for two to a pre opening screening of THE HUNGER GAMES: MOCKINGJAY – PART 1 the week of 11/17, prior to the opening on 11/21) PRIZE PACKAGES included a THE HUNGER GAMES: MOCKINGJAY – PART 1 T-Shirt, A Mocking Jay Pin and a Replica of the Scarf worn by Effie Trinket from the film which features an exclusive map of District 13. PROMOTION DATES Promotions using Screening Passes as the prize began the week of 11/10 and continued until the screening on Tuesday 11/18, with on air mentions and social Media elements running until the movie opens on 11/21. Prize Package Promotions ran the week of 11/17, or the weekend prior and ran into the week of 11/17 as to lead up to the opening of the movie on 11/21. ALL PROMOTIONAL ACTIVITY ENDED THE EVENING OF 11/21! 4 Stations conducted Red Carpet Premiere promotions in LA 38 Stations gaveaway passes to a local Screening 20 Stations included Prize Packs with the Screening Passes 7 Stations gave away only Prize Packs 1 Station did 2 separate contests, Screening and Prize Pack. |
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