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Sep 21, 2018

Staying in is the new going out

by Becky Reid - Account Director

Staying in is the new going out

Brits are known for loving a good night on the town – but new research conducted by appliancesdirect.co.uk has revealed that more than half of the country (63%) would actually prefer to stay at home to watch films with their partner for date night rather than go out.

Sainsbury’s has tapped into this trend this Autumn with their dedicated ‘Movie Nights’ end of aisle display, offering suggestions of how to create your perfect night in.

Pass me a gin and packet of crisps…!

More than half of those surveyed (57%) said that the rise of on-demand services such as Netflix, YouTube, NOW TV and Amazon video are causing them to stay in. Cost is also an important factor with 41% of people saying this was the reason they watch movies from home rather than go to the cinema.

It is then no surprise that this year has seen a rise in the number of movie/TV subscription based promotions by FMCG brands.

Chili TV, an online platform that offers film viewing on a film-by-film basis rather than subscription, started out the year by partnering with Kettle Chips – offering any film in its library for £1 when entering a code from a promotional pack.

To see out 2018, Chili has teamed up with Annabel Karmel to offer their chilled meal shoppers a free film and whilst the offer is richer, it does mean that there is a reduced library of films to choose from.

From July, Hooch encouraged drinkers to enjoy a ‘Big Night In’ with access to content from Rakuten TV. The campaign is the result of research by Global Brands – who distribute and market the brand - which revealed that video is a key element for their audience with up to 33 hours consumed per week and that 55% of them usually drink at home (TGI, BARB, ComScore and Ofcom 2017 average).

Christian Sarginson, brand controller at Global Brands, told Talking Retail: “Continued research into our consumers’ habits and behaviours has been key in developing our latest campaign. Hooch has such a diverse drinker base that finding common interests can often be tricky, however this promotion enables us to reward all our key drinker types as well as recruit new consumers to the brand. With the World Cup over and Love Island coming to an end there is a gaping hole in prime-time TV, so we’re providing the perfect solution to fill it.”

The activity was supported with a social media campaign across the Summer. The campaign consisted of comical videos and parody clips from popular Hollywood movies executed by seven relevant social influencers live on their social feeds.

From September, popcorn brand Metcalfe’s has been giving consumers a film code with every purchase across all promotional packs of Impulse and Sharing popcorn formats. Consumers are then able to visit a dedicated website www.metcalfesmovies.co.uk to claim their Rakuten TV film code.

The partnership between movies and popcorn is a long-standing and iconic one and they have created a film reel style design and strong call out in the centre of the pack, cementing the at-home cinema occasion and hopefully encouraging purchase.

Energizer has opted to use Google Play to fulfil their latest free film offering. Simply purchase a promotional pack of batteries for your code to claim a free movie via Google Play. There is a library of 20 films from the film studio 20thCentury Fox to choose from.

Another promotion which is currently live (and was mentioned in my article last month) is Nestlé’s partnership with Sky TV to offer a free movie from August – September 2019 on their sharing bags, blocks and chilled desserts.

As you can see from the selection above, a wide range of brands from very different categories are choosing film based promotions in order to entice customers to pick up their product and convert to purchase.

Ofcom’s Media Nations Report 2018 noted that in Q1 this year, the total number of UK subscriptions to the three most popular online streaming services – Netflix, Amazon Prime and Sky’s Now TV – reached 15.4 million, overtaking, for the first time, the number of pay TV subscriptions, at 15.1 million.

With this staggering (yet unsurprising) stat in mind, I would envisage that the trend for online streaming service promotions will continue to grow.

If you would like to know more about the promotions featured or thinking of running one of your own then please do get in touch!

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Marketing, Campaigns, Partnerships, On-Pack, Shopper

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