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RADIO PROOF OF PERFORMANCE
Mindshare Promotions negotiated radio promotion opportunities for all radio stations purchased by GroupM Local Broadcast to promote the release of Mortdecai which opened on Friday January 23, 2015.
There were 41 stations purchased in 18 markets. Mindshare was able to get most of the stations to participate in promotional activity for Mortdecai. There were a total of 40 stations participating in the Mortdecai radio promotion.
PROMOTION DESCRIPTION This is another partnership between Mindshare Promotions and the Lionsgate Field Agencies. Stations were requested to provide on air promotional announcements to build excitement for Mortdecai. We were actively seeking promotional efforts that include Social Media Elements. Mortdecai is a fun movie with some great stars and lots to work with promotionally. There’s Mortdecai’s Mustache, which could play a part in a Facebook Photo or Instragram contest to win prizing. There is Mortdecai’s Rouge / Art Dealer / World Traveller life style, which may hint a grand prize or inclusion of a third party element which would allow the Grand Prize winner to “spend a day living like Charlie Mortdecai” PRIZING Based on feedback from the Field Agencies, we offered each station a specific prize structure. Some stations were offered Screening Passes. Other stations were offered ROE Passes for listeners to use to see Mortdecai in Theaters after it opens. In some markets we also have some Mortdecai branded premiums such as posters and soundtracks. Based on responses from stations and their amount of involvement, we tailored the prizing to match. PROMOTION DATES Promotions using Screening Passes as the prize began the week of 1/12 or the weekend of 1/16 and continued until the screening on Thursday 1/22, with on air mentions and social media elements running until the movie opens on 1/23. Prize Package Promotions ran the week of 1/19, or the weekend prior as to lead up to the opening of the movie on 1/23. ALL PROMOTIONAL ACTIVITY ENDED THE EVENING OF 1/23! 24 Stations gaveaway passes to a local Screening 15 Stations gave away ROE Passes 1 Included a Grand Prize |
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