In India, the film received the highest grossing opening weekend for a Hollywood film thus far, with movie screenings that spanned all 24 hours to meet the demand – something that was unheard of till now.
While this isn’t unexpected, the release of the latest installment of the Avengers series is a culmination of over three months of carefully orchestrated marketing campaigns that leveraged the latest in technology and used innovative ways of capturing consumer intent – making each message relevant, timely, and highly personalized.
Generating Buzz With Omnichannel Engagement
While the advance sale of tickets was record-breaking, what made it all come together was a well-thought-out strategy built on marketing automation powered by CleverTap.
BookMyShow drove higher engagement among Avengers Endgame fans via real-time triggered contextual and interactive push notifications on mobile devices.
CleverTap’s triggered campaigns helped them orchestrate contextual campaigns which built anticipation among Avengers Endgame fans all throughout the pre-release and post-release phase by sharing relevant visual and written content on the app and website including blog-posts among others.
Using CleverTap’s Journeys, BookMyShow leveraged the power of cross-channel user engagement by gamifying the user experience around Avengers: Endgame.
The first set of tickets that went on sale saw them achieving a record of sorts, with over 1 million tickets sold in just a day – almost a week before the release!
CleverTap’s rich media push notification helped BookMyShow cut the noise by moving beyond conventional static push notifications to help achieve higher engagement.
On analyzing the engagement, they realized they were on to something: the click-through rate (CTR) for this campaign was 5x higher than the industry average.
Carousel and video-based push notifications were also ways in which rich media push notifications helped drive engagement.
Avengers Endgame Carousel Push NotificationVideo Push Notification for Avengers Endgame
By using push amplification to improve the reach of these push notifications, BookMyShow was able to reach more users, and influence higher conversions.
Using Tech to Engage, Re-engage, and Retain App Users
Avengers: Endgame, due to its universal appeal, gave BookMyShow the perfect opportunity to get users to keep coming back to the app – with special offers and promo codes for those users who had shown a preference for English content, or genres such as action, adventure, and fantasy in the past.