France Telecom mobile operator Orange has refreshed its long running film partnership programme ‘Orange Wednesdays’ by teaming up with Apple for Onlne Orange Thursdays.
This new scheme builds further on Orange’s long running affiliation with/sponsorship of BAFTA and the associated and hugely popular ‘Orange Wednesdays’ initiative which offers all subscribers 2-4-1 cinema tickets on Wednesdays.
The new element of the brand’s wider involvement in films and cinema sees Orange offer its customers a weekly new film-based offer through iTunes. Each Thursday all mobile, broadband and business customers will be able to download a new film for free to their desktop, mobile or tablet. To start the new offering ‘The Wrestler’, ‘The Ghost’ and ‘Che: Part One’ were all made available.
Once downloaded, like all iTunes rentals, users have 30 days within which to watch the flick. To participate, customers simply need to receive response code by texting ‘FILMTOGO’ to 85060 or logg onto the Orange Film Club Facebook page and then enter the code at a dedicated microsite.
To support this new initiative Orange launches an integrated campaign from agency Fallon. Perhaps the most interesting element of this is the personalised film poster strand which connects with users by inviting them to create and share posters by putting them at the centre of the poster imagery
The key message of this campaign is that, once downloaded, users can watch the film on their laptop, Mac, PC, iPad, iPhone or iPod touch.
Comment:
Refreshing its long running cinema offer Orange Wednesday’s with this new online deal brings a contemporary digital twist to this successful programme. It thus strengthens what has become the brand’s flagship loyalty-led programme in the highly competitive and saturated UK mobile phone network space.
The project is also perhaps a partial response to rival Vodafone’s recently launched VIP loyalty scheme which incorporates the brand’s fashion, music and F1 sponsorships and O2’s enhanced Priority scheme which has recently been boosted with location-based deals offer called Priority Moments.
However, Android owners may not be quite so pleased with this new Apple-only deal.
Links:
http://thefeed.orange.co.uk/2011/8/30/make-me-movie-star/
http://www.facebook.com/orangefilmclub
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