How NBCUniversal's 'Non-Stop' Approach to Digital Campaigns With Smartify Drives High Engagement
May 30, 2014 - Pasadena, CA
To drive awareness of the home release of the film Non-Stop, starring Liam Neeson, NBCUniversal launched a major online promotion this week powered by Smartify.
The high profile campaign rewards Non-Stop fans with a chance to win a Blu-ray and DVD entertainment gift pack or a trip for two to any location in the continental United States.
The promotion calls for fans to create and upload videos to Vine, Youtube, Instagram, Facebook, Twitter and other channels, using the hashtag #nonstopcontest. Fans can also choose to take a poll, or like and follow Non-Stop in social media.
The Non-Stop home entertainment promotion is the newest in a successful series of custom digital campaigns from NBCUniversal. The entertainment company partners with leading marketing technology company, Smartify, to power its popular social reward campaigns.
"Smartify's technology helps NBCUniversal engage more fans with the most relevant content," says Carla Bourque, CEO of Smartify. "Because of the rich social data Smartify captures and analyzes in real time, fans convert at rates brands just haven't seen elsewhere."
Smartify's data-driven marketing engine drives 1:1 customer insights back to NBCUniversal, helping the entertainment studio effectively re-engage its fans all year long.
The innovative approach creates a powerful snowball effect for Smartify's subscription clients. "Fans don't think of their relationship with brands as a special occasion. Just because one promotion ends, the connection to the customer doesn't have to," says Bourque. "There's a huge, and still untapped business opportunity, in understanding customer behavior and engaging people continuously with fresh content. The ROI just builds and builds."
Smartify transforms the traditional promotion, delivering actionable insights so brands can understand customer behavior and preferences at the individual level. The results are measurable: Over the course of a dozen major campaigns, NBCUniversal has realized conversion rates in line with Smartify's global client average -- well over 30%.
Non-Stop is available now in digital HD, with Blu Ray and DVD versions available for purchase beginning June 10th. The promotion runs through June 30th, 2014.
Founded in 2011, Pasadena-based data startup, Smartify, has established itself as the leading integrated promotional marketing and analytics platform, designed specifically for brand marketers and their agencies. Enterprise clients like EA, Cost Plus World Market, JCPenney, RedBox, and NBCUniversal rely on Smartify for powerful customer insights and data-driven conversion rates that outperform the industry by 3-10x.
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