Something Massive

In summer 2011, Something Massive launched a groundbreaking mobile check-in promotion for Yahoo! Movies. Designed to surprise, delight and engage movie fans, the campaign used the Facebook Places API to reward Yahoo! Movies Facebook fans with free popcorn. The three-month promotion rewarded users in two ways: through a proprietary mobile microsite that checked people in through Facebook at any Regal Cinemas location, or through a fan-gated Facebook Tab experience. The end result for both entry points into the promotion was an instant mobile coupon that could be scanned at any Regal Cinemas location across the country for a free small popcorn.

In theatres, customers navigated to a unique URL from their smartphone, connected with Facebook, checked in to their Regal Cinemas location, and liked Yahoo! Movies on Facebook—unlocking a mobile coupon barcode for immediate redemption at the concession counter. On Facebook, customers that liked Yahoo! Movies or Regal Cinemas’ Facebook Pages could enter their mobile phone number right into a Facebook Tab that instantly generated a text message with a link to a mobile coupon barcode for use in any Regal Cinemas location. The campaign drove 1.2 million new fans to the Yahoo! Movies Facebook Page—bringing in a relevant, movie going audience—and adding 1.4 million minutes spent on movies.yahoo.com.

In theatres, customers navigated to a unique URL from their smartphone, connected with Facebook, checked in to their Regal Cinemas location, and liked Yahoo! Movies on Facebook—unlocking a mobile coupon barcode for immediate redemption at the concession counter. On Facebook, customers that liked Yahoo! Movies or Regal Cinemas’ Facebook Pages could enter their mobile phone number right into a Facebook Tab that instantly generated a text message with a link to a mobile coupon barcode for use in any Regal Cinemas location. The campaign drove 1.2 million new fans to the Yahoo! Movies Facebook Page—bringing in a relevant, movie going audience—and adding 1.4 million minutes spent on movies.yahoo.com.

Prior to Facebook and Yahoo! unveiling their joint product, Yahoo! Reader, Something Massive worked behind the scenes with Yahoo! to conceptualize, design and execute a broad-reaching Influencer Outreach program to help spread the word about the new product and its core benefits. Launched simultaneously with the product announcement at Facebook’s F8 conference, Something Massive began featuring prominent bloggers as a part of “Yahoo! Featured Reader” campaign.

The Yahoo! Reader product, which enables Facebook friends to share and discover articles they read on Yahoo!, was lauded by influencers on a dedicated Facebook tab. To reach a young, early adopter audience, the eight-week influencer campaign socialized up-to-the-minute reading habits of some of the hottest digital voices under 30. Hand picked influencers were featured daily on the Facebook tab and through companion posts on each of the their blogs and social channels. The product gained massive adoption in a short timeframe and now includes over 25 million over connected users.

When it comes to talking sports, Yahoo! knows talk radio dominates the conversation.  And their online Sports Radio does just that with daily live broadcasts, podcasts and more. To capture sports fans’ attention and get them tuning in to the new channel, we created 30 Days of Giveaways on Yahoo! Sports Facebook page.  This time-sensitive promotion rewarded participants with gift cards every hour for an entire 30 days.  With so many chances to win, users entered in droves and headed over to Yahoo! Sports Radio to find out if they won by hearing their name announced on air.

When it comes to talking sports, Yahoo! knows talk radio dominates the conversation.  And their online Sports Radio does just that with daily live broadcasts, podcasts and more. To capture sports fans’ attention and get them tuning in to the new channel, we created 30 Days of Giveaways on Yahoo! Sports Facebook page.  This time-sensitive promotion rewarded participants with gift cards every hour for an entire 30 days.  With so many chances to win, users entered in droves and headed over to Yahoo! Sports Radio to find out if they won by hearing their name announced on air.

Regal Cinemas is the largest movie theater chain in the country. Our mission was to find a way to build brand loyalty and get movie-goers to choose Regal come Friday night. We knew Regal had a right to own the all-important movie decision making process – one that happens in the digital/social space. So, we established a social model that turns engagement into butts in seats and puts popcorn in hand. We took control of Regal Cinema’s social channels across all major platforms including Facebook, Twitter, YouTube, FourSquare, and Pinterest and have grown several thousand engaged social fans and followers to several million.

Regal Cinemas is the largest movie theater chain in the country. Our mission was to find a way to build brand loyalty and get movie-goers to choose Regal come Friday night. We knew Regal had a right to own the all-important movie decision making process – one that happens in the digital/social space. So, we established a social model that turns engagement into butts in seats and puts popcorn in hand. We took control of Regal Cinema’s social channels across all major platforms including Facebook, Twitter, YouTube, FourSquare, and Pinterest and have grown several thousand engaged social fans and followers to several million.

Regal Cinemas is the largest movie theater chain in the country. Our mission was to find a way to build brand loyalty and get movie-goers to choose Regal come Friday night. We knew Regal had a right to own the all-important movie decision making process – one that happens in the digital/social space. So, we established a social model that turns engagement into butts in seats and puts popcorn in hand. We took control of Regal Cinema’s social channels across all major platforms including Facebook, Twitter, YouTube, FourSquare, and Pinterest and have grown several thousand engaged social fans and followers to several million.

Regal Cinemas is the largest movie theater chain in the country. Our mission was to find a way to build brand loyalty and get movie-goers to choose Regal come Friday night. We knew Regal had a right to own the all-important movie decision making process – one that happens in the digital/social space. So, we established a social model that turns engagement into butts in seats and puts popcorn in hand. We took control of Regal Cinema’s social channels across all major platforms including Facebook, Twitter, YouTube, FourSquare, and Pinterest and have grown several thousand engaged social fans and followers to several million.

We’re owning the movie decision making process for Regal’s social fan base by providing them with real utility across Regal’s social channels. Our custom apps allow fans to explore ratings, reviews, trailers, tickets, show times, without ever leaving Facebook. And not only are we winning theatregoers, we’re also identifying and creating new revenue streams for Regal. A suite of custom apps, like Spot the Difference, allow movie studios to buy a sponsored placement within our Facebook community. Sponsored apps showcase upcoming releases while engaging Regal’s loyal fanbase of movie-goers.

We’re owning the movie decision making process for Regal’s social fan base by providing them with real utility across Regal’s social channels. Our custom apps allow fans to explore ratings, reviews, trailers, tickets, show times, without ever leaving Facebook. And not only are we winning theatregoers, we’re also identifying and creating new revenue streams for Regal. A suite of custom apps, like Spot the Difference, allow movie studios to buy a sponsored placement within our Facebook community. Sponsored apps showcase upcoming releases while engaging Regal’s loyal fanbase of movie-goers.

We’re owning the movie decision making process for Regal’s social fan base by providing them with real utility across Regal’s social channels. Our custom apps allow fans to explore ratings, reviews, trailers, tickets, show times, without ever leaving Facebook. And not only are we winning theatregoers, we’re also identifying and creating new revenue streams for Regal. A suite of custom apps, like Spot the Difference, allow movie studios to buy a sponsored placement within our Facebook community. Sponsored apps showcase upcoming releases while engaging Regal’s loyal fanbase of movie-goers.

We’re driving foot traffic from Facebook directly into Regal Cinemas theaters with an ongoing mobile program that rewards loyal fans with time-sensitive concession deals delivered directly to their phone. Each week, fans seek out our Facebook page to claim their deal by entering their mobile number into our custom app which leads to an instant text message delivery with a link to open the coupon on any web-enabled mobile phone. Good for weekend use only, fans have a real reason to choose Regal for sought after opening weekend foot traffic. The scannable mobile coupon works at every concession stand nationwide and has resulted in redemption rates that far exceed the industry average.

We’re connecting social loyalty with Regal Cinema’s offline loyalty program, Regal Crown Club, through a series of promotions and campaigns like Swipe and See. With the goal of increasing loyalty card usage and driving loyalty members to Regal’s social channels, Swipe & See rewards loyal fans just for swiping their card at the theater. On selected weekends, Regal Crown Club members that use their club card are automatically entered to win a Regal Cinemas gift card. Winners are announced on the brand’s Facebook page driving users from social to the theatre, and back to social again with club card usage increasing each time the promotion is run.

We’re connecting social loyalty with Regal Cinema’s offline loyalty program, Regal Crown Club, through a series of promotions and campaigns like Swipe and See. With the goal of increasing loyalty card usage and driving loyalty members to Regal’s social channels, Swipe & See rewards loyal fans just for swiping their card at the theater. On selected weekends, Regal Crown Club members that use their club card are automatically entered to win a Regal Cinemas gift card. Winners are announced on the brand’s Facebook page driving users from social to the theatre, and back to social again with club card usage increasing each time the promotion is run.

Plum Organics is the fastest growing baby, toddler, and kid focused food brand in the country…and the only brand in the marketplace the modern mom can rely on from the highchair to the lunchbox. To connect with mom, we crafted a lifestyle-focused brand positioning that translated into an all-new Plum Organics website. Visit the site.

Plum Organics is the fastest growing baby, toddler, and kid focused food brand in the country…and the only brand in the marketplace the modern mom can rely on from the highchair to the lunchbox. To connect with mom, we crafted a lifestyle-focused brand positioning that translated into an all-new Plum Organics website. Our stylized photo shoot captured babies, tots, and kids in vibrant environments establishing Plum as a savvy and playful brand. And knowing mom views her Smartphone as a lifeline, we launched a companion mobile optimized website delivering targeted product and “where to buy” content in a swipe-friendly setting.

Plum Organics is the fastest growing baby, toddler, and kid focused food brand in the country…and the only brand in the marketplace the modern mom can rely on from the highchair to the lunchbox. To connect with mom, we crafted a lifestyle-focused brand positioning that translated into an all-new Plum Organics website. Visit the site.

Plum Organics is the fastest growing baby, toddler, and kid focused food brand in the country…and the only brand in the marketplace the modern mom can rely on from the highchair to the lunchbox. To connect with mom, we crafted a lifestyle-focused brand positioning that translated into an all-new Plum Organics website. Visit the site.

Plum Organics is the fastest growing baby, toddler, and kid focused food brand in the country…and the only brand in the marketplace the modern mom can rely on from the highchair to the lunchbox. To connect with mom, we crafted a lifestyle-focused brand positioning that translated into an all-new Plum Organics website. Visit the site.

Plum Organics is the fastest growing baby, toddler, and kid focused food brand in the country…and the only brand in the marketplace the modern mom can rely on from the highchair to the lunchbox. To connect with mom, we crafted a lifestyle-focused brand positioning that translated into an all-new Plum Organics website. Visit the site.

Plum Organics is the fastest growing baby, toddler, and kid focused food brand in the country…and the only brand in the marketplace the modern mom can rely on from the highchair to the lunchbox. To connect with mom, we crafted a lifestyle-focused brand positioning that translated into an all-new Plum Organics website. Visit the site.

Plum Organics is the fastest growing baby, toddler, and kid focused food brand in the country…and the only brand in the marketplace the modern mom can rely on from the highchair to the lunchbox. To connect with mom, we crafted a lifestyle-focused brand positioning that translated into an all-new Plum Organics website. Visit the site.

Plum Organics is the fastest growing baby, toddler, and kid focused food brand in the country…and the only brand in the marketplace the modern mom can rely on from the highchair to the lunchbox. To connect with mom, we crafted a lifestyle-focused brand positioning that translated into an all-new Plum Organics website. Visit the site.

With the goal of fostering advocacy, we turned to social media to build a core fan base for the brand and put product in hand. Our program tapped influential food bloggers, introducing them to the brand and inviting them to design healthy, family friendly recipes using the product as a primary ingredient. Recipes were featured on 18 highly trafficked food blogs leading readers to our Little Foodies Cookbox launched on the brand’s Facebook page where recipes were shared, liked, commented on, emailed, and printed with fervor.

With the goal of fostering advocacy, we turned to social media to build a core fan base for the brand and put product in hand. Our program tapped influential food bloggers, introducing them to the brand and inviting them to design healthy, family friendly recipes using the product as a primary ingredient. Recipes were featured on 18 highly trafficked food blogs leading readers to our Little Foodies Cookbox launched on the brand’s Facebook page where recipes were shared, liked, commented on, emailed, and printed with fervor.

Our Kids Sampling program launched the new Kids line on Facebook and rewarded users with a free box of any Plum Kids product for joining the community with a page like. Companion media campaigns with modern-mom focused sites and a targeted Facebook ad buy drove increased and targeted traffic to the Facebook community building a relevant and loyal following.The popularity of the promotion resulted in the Facebook fan base growing from 750 to over 50,000 fans in a matter of hours.

Our Kids Sampling program launched the new Kids line on Facebook and rewarded users with a free box of any Plum Kids product for joining the community with a page like. Companion media campaigns with modern-mom focused sites and a targeted Facebook ad buy drove increased and targeted traffic to the Facebook community building a relevant and loyal following.The popularity of the promotion resulted in the Facebook fan base growing from 750 to over 50,000 fans in a matter of hours.

Our Kids Sampling program launched the new Kids line on Facebook and rewarded users with a free box of any Plum Kids product for joining the community with a page like. Companion media campaigns with modern-mom focused sites and a targeted Facebook ad buy drove increased and targeted traffic to the Facebook community building a relevant and loyal following.The popularity of the promotion resulted in the Facebook fan base growing from 750 to over 50,000 fans in a matter of hours.

Red Bull, is the world’s the number one energy drink with a primary audience of young adults and this important demographic was spending more time on mobile than any other connected device.  To drive multi-pack sales of the product, we conceived of and created a NASCAR themed racing mobile app for iOS and Android that made the product the center of the experience.  Utilizing computer vision software, consumers who purchased specially marked 12 packs were able to unlock the groundbreaking mobile racing app.

Red Bull, is the world’s the number one energy drink with a primary audience of young adults and this important demographic was spending more time on mobile than any other connected device.  To drive multi-pack sales of the product, we conceived of and created a NASCAR themed racing mobile app for iOS and Android that made the product the center of the experience.  Utilizing computer vision software, consumers who purchased specially marked 12 packs were able to unlock the groundbreaking mobile racing app.

By lining up 12 Red Bull cans in the formation of their very own customized racing track, consumers could “record” their track by running their smartphone across the tops of the cans importing it into the app, and then race the exact track they had laid out.   Our program was the most successful launch in Red Bull US history with a 300% increase in 12-pack sales year over year.  The mobile applications have received nearly a million downloads with players spending almost 10 minutes with the app each time they play. Young adults are in awe of this badass social experience. With over nearly one million downloads of the NASCAR app, Something Massive was charged with developing a second racing app for FORMULA ONE.  The new app includes mind-blowing graphic enhancements and even more customization.

By lining up 12 Red Bull cans in the formation of their very own customized racing track, consumers could “record” their track by running their smartphone across the tops of the cans importing it into the app, and then race the exact track they had laid out.   Our program was the most successful launch in Red Bull US history with a 300% increase in 12-pack sales year over year.  The mobile applications have received nearly a million downloads with players spending almost 10 minutes with the app each time they play. Young adults are in awe of this badass social experience. With over nearly one million downloads of the NASCAR app, Something Massive was charged with developing a second racing app for FORMULA ONE.  The new app includes mind-blowing graphic enhancements and even more customization.

The mobile applications have received nearly a million downloads with players spending almost 10 minutes with the app each time they play. Thanks to the success of the NASCAR app, Something Massive was charged with developing a second racing app for FORMULA ONE.  Developed in over 8 languages, complete with gamificantion elements, this app was even more successful than our first, bringing the total download number to well over 2 million and putting Red Bull squarely in pole position.