The infographic above says it all. Physical media rentals are NOT dead. Customers just want to rent in different ways today than they did 5 short years ago.
By providing movie and video game rentals via a network of conveniently located, self-service kiosks, redbox has rented more than 1.5 billion discs at their more than 33,000 kiosks across 27,800 locations nationwide.
But it’s not good enough to merely have a kiosk at locations convenient to consumers. Smart, relevant communication is critical to the success of redbox. It’s the foundation of how redbox deepens their relationships with their loyal customers and acquires new advocates of their brand.
These simple statistics reaffirm this fact:
- Over 4.5 million iPhone app downloads
- Tripled the number of Android app downloads in 2Q 2011, for a total of over 2.1 million Android app downloads since the launch in February
- More than 3.1 million Facebook fans
- Acquired over 3.7 new email customers in 2Q 2011 to result in over 30.5 million email subscribers in total
- More than 2.7 million SMS subscribers
How are they doing this? Redbox is taking a disciplined, cross-channel approach to their marketing efforts. The social and mobile channels are a critical component and continue to prove that the strategy of providing useful and valuable content to their customers is working.
A prime example is a recent redbox campaign – 10 Days of Deals. Continually looking for creative ways to bring new customers to redbox and to reward loyal customers, redbox ran their 10 Days of Deals promotion from May 15 to May 24. The promotion consisted of offers anywhere from 10 cents to $1.50 off movie rentals at any of redbox’s 27,000 locations (as of Q1 2011) by simply texting DEALS to 727272, pulling in over 400,000 unique consumers.
The 10 Days of Deals campaign was promoted across all their channels, to maximize the number of consumer touchpoints, as seen below.
The 10 Days of Deals campaign was unprecedented, proven in the results:
- Over 1.5 million texts generated in 10 Days of Deals campaign
- Over 400,000 unique customers participated in 10 Days of Deals
- Over 200,000 new SMS subscribers
Redbox has partnered with Signal, a cross-channel marketing technology platform, to facilitate the SMS components of their ongoing marketing efforts. Through Signal’s platform, redbox is able to:
- Engage on the go through mobile updates
- Understand what is important to their customer and providing valuable offers
- Enable important functionality, such as location finder, via mobile applications and SMS
According to Jeff Judge, Signal’s CEO, “The 10 Days of Deals campaign is the most successful mobile sweepstakes we’ve ever seen. This sweepstakes campaign has far outperformed any other campaign on our platform to date. Redbox continues to be a leader and a gold standard in the use of the mobile channel in their marketing efforts.”
With the valuable insights and data gathered over the last year, redbox has big plans to further strengthen their relationships with their customers and acquire new ones with their exciting programs.
It’s smart thinking and marketing like this that is resulting in:
- 34% growth in revenue year-over year (Q2 2011)
- 55 million monthly rentals, up to 40 rentals per second
Redbox offers new-release DVD, Blu-ray Disc® and video game rentals through its network of conveniently located, self-service kiosks. Redbox has rented more than 1.5 billion discs and is available at more than 33,000 kiosks across more than 27,800 locations nationwide, including select McDonald’s restaurants, leading grocery, drug and convenience stores, select Walmart locations and Walgreens locations in select markets. For more information, visit www.redbox.com.
Signal is a single platform that enables marketers to reach customers with mobile, email, and social media marketing. We understand the mobile and social consumer and our mission is to provide the technology to reach consumers with relevant and timely content. Signal is the only marketing software a marketer will need to analyze and grow your lists, fans, and followers using text messaging, email, and social networks. For more information, visit www.signalhq.com.