To Save a Life

New Song Pictures and Outreach films chose ChaCha’s SMS mobile advertising to reach out specifically to teens. The campaigns goal was to build awareness in a tight time frame and encourage the teen audiences to go see the inspiring movie, “To Save A Life.”

The Goal:

To drive awareness of the “To Save A Life” movie, increase ticket sales and encourage users to go online to watch the trailer.

The Solution:

A targeted SMS text campaign that included 29 creative executions, countdown creative leading up the day of the premiere, sign-up for reminder texts for the day of the movie debut and the ability to look up movie showtimes and theater info on the spot through ChaCha.

ChaCha developed a creative and interactive SMS campaign that targeted teens aged 13-17 in select geographical markets. This campaign involved 29 creative executions, countdown creative leading up to the day of the movie premiere, sign-up reminder texts for the day of the movie premiere and the ability to look up movie showtimes and theater info on the spot through ChaCha.

Every day, from January 15 until January 24, a new set of creative was served, counting down to the weekend of the movie release.

Example Message Flow:

Question: Why is being a teen so difficult?

Confirmation Ad: We’re listening to your Q! *Some people are just dying to be heard. Are you willing to listen? Text LIFEQ to see when to catch the new movie To Save A Life.

LIFEQ Response Ad: To Save A Life is in theaters Jan 22. U dnt want to miss it! Go to www.tosavealifemovie.com/ to watch the trailer. Txt LIFER for a free opening day reminder.

LIFER Response Ad: You have signed up for updates from To Save A Life. Std msg chgs aply. Rply LIFER HELP for help. Send LIFER STOP to cncl. Info at http://chacha.com/m.

The Results:

The campaign had an overall response rate of 2.95% and the response rate for best performing creative was 5.95%. Approximately 4.23% of users that responded to the ads signed up for the reminder text alerts.

ChaCha served nearly 2 million conversational text ads targeted to the entertainment category during this targeted 9-day campaign. During the SMS campaign, the overall response rate was 2.95% and the response rate for best performing creative was 5.95%. Movie premiere reminder texts were sent to consumers.

Approximately 4.23% of users that responded to the ads signed up for the reminder text updates. The average opt-in rates were 4%. Teens responded best to creative that related to changing their lives, helping their friends and being a good friend. During the course of the campaign, ChaCha received 2,000 questions surrounding the “To Save A Life” movie.

Over 240 users used the Movie showtimes/theatre info look up tool (M To Save A Life + zip) and hundreds more asked about movie show times/ locations through general queries.

>> Download Full PDF