With over 14 million active members, Regal Crown Club is the movie industry’s largest rewards-based loyalty program. To stay ahead of the curve, Regal Entertainment Group spent 18 months revamping
the program with a mobile app for reward tracking, digital rewards redemption, improved selection of rewards and more.
To re-introduce the program to loyalists and attract a new generation of members, Regal tasked us with creating a 360º campaign, including on-screen ads, in-theater signage and dynamic social content.
Working from the insight that movie fans love trailers for upcoming releases, we leveraged one of the industry’s most recognizable film trailer voices to help build excitement the new program.
Through a series of 5 videos, our film trailer guy dramatizes the benefits of joining the Regal Crown Club, making average movie goers feel like the hero of their own blockbuster.
The videos played in Regal theaters across the country for an entire year as a lead-on the to the featured trailers. In conjunction with the on-screen roll out, coordinated in-theater signage touted the individual program benefits and social content across Snapchat, YouTube, Twitter, Instagram and Facebook helped spread the word about the all new Regal Crown Club.
days in market
increase in subscribers