Regal, a subsidiary of the Cineworld Group, operates one of the largest and most geographically diverse theatre circuits in the United States, consisting of 7,306 screens in 558 theatres in 43 states along with Guam, Saipan, American Samoa and the District of ColumbiaTheir biggest focus this year was to get more people to download their mobile app and drive ticket sales. With the opening of several popular movie films this summer, they partnered with Snapchat to reach a younger audience who would be most interested in summer’s biggest movie releases.
Regal wanted to drive app installs and get users to purchase movie tickets directly through the Regal mobile app. They used a combination of location radius targeting and hyper relevant creative to engage an audience most likely to convert. Using Snapchat’s latest location targeting tools, they were able to bulk upload addresses for their theaters, and set a 2 mile radius around each location to ensure they were reaching Snapchatters who were most likely to visit the theaters and purchase tickets.
Regal’s creative strategy was heavily focused on movie themed content. They teased out summer’s most popular movies like Jurassic World: Fallen Kingdom, Incredibles 2, and Oceans 8. Regal also leveraged talent from each movie to show the value of using their app, encouraging Snapchatters to “swipe up” to download. As Snapchatters downloaded the app, Regal saw this directly translate into ticket sales, ultimately achieving a 6x return on ad spend.
Regal was able to successfully achieve its objectives of acquiring new users for its mobile app and drive ticket sales through their Snapchat campaign. They also learned that the users acquired through Snapchat were more engaged than the users acquired on other platforms, seeing that 54% of Snapchatters returned to the Regal mobile app within 30 days of downloading. By introducing point radius targeting to their campaign strategy, Regal was able to drive conversions at a cost efficient rate, achieving a CPI that was 20% lower on Snapchat vs. other channels.