PERSONS AT THE CANNES FESTIVAL:
Emmanuel Durand (Warner Bros) « Warner creates social link »
The entertainment giant Warner Bros (Gatsby the Magnificent) has just launched a platform that allows to reward his community and better know it... To better target it.An interview by Emmanuel Durand very strategic that embarks you today on a disruptive approach in the middle-aged world of French cinema: by launching My Warner, the Warner-Bros studio takes the lead in film marketing by revolutionizing the Franchise/Fan. relationship. and full of happiness, his architect is French! Beware Hollywood France is laughing.
BDC: What is My Warner?
ED: My Warner is a turnaround in the design of a loyalty program: it's a commitment program, a fan program. A program that will reward being ambassador of a product, loving it and exchanging it. My Warner was born around Facebook; The principle is to pay each time the person who will like one of our content, share a video, comment etc... In concrete terms, we'll ask people to log in, and every time they watch a trailer on the site, like one of our pages, share links, we'll pay them off by giving them points. In addition to this, we will offer them challenges, small games around our content: for example, one of our first actions was done around a musical quiz « Stars 80 ». Currently, there are about 200,000 members.
Thanks to My Warner, being a fan has never been so reported! Just watch the latest trailers, share your desires, follow the new features of your Warner Bros movies, series and video games. or take part in new challenges: My Warner rewards you.
Collect badges, win new collector items, and even win VIP invitations at the previews! (Source Darkplanner)
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Derrière ce qui pourrait être un programme de marketing relationnel online plutôt classique se cache en fait une initiative qui vise à alimenter deux des piliers de la stratégie digitale de Warner Bros : la viralisation et la data. « Les ficelles de la gamification et cette colle sociale qu’est le Facebook Connect nous ont permis de recruter plus de 200 000 utilisateurs en 5 mois », se félicite Emmanuel Durand, vice-président en charge du marketing chez Warner Bros France. La filiale française est d’ailleurs à l’origine du programme qui a ensuite été décliné dans les autres régions du monde.