Crack The Code
Creating a fan fueled frenzy through cinema preview screenings
Xbox, 20th Century Fox
Fan focused preview screenings are a great way to win advocates and build that all important word of mouth buzz ahead of your release. But how do you ensure great attendance and avoid the high dropout associated with free events?
Working with Xbox and 20th Century Fox we crafted a campaign to support a series of fan screenings for Alien: Covenant across the entirety of Australia. Blending gamification with a strong social initiative we achieved a massive 90% attendance.
Manage an allocation of 1000 pairs of tickets across 5 Australian states for exclusive Alien: Covenant fan screenings and secure high attendance.
Our campaign began by seeding 5 code segments across social media in the run up to launch. We then created a registration hub housed on Xbox.com where participants could arrange the 5 code segments they’d found in the correct order to win their ticket
We knew from the start that Crack The Code would be a living, breathing organism. It would have to be smart, adaptive and react in real-time. With this in mind we custom built a lightweight, lightning fast PHP API that would talk directly to a MySQL server. The campaign was then hosted on Microsoft’s Azure platform to allow scalability while meeting the demands of the traffic peaks of the campaign.
Upon submission the entered code was verified to make sure it was correct. Tickets were then kept in a holding pen for 5 minutes for the user to register. Imposing a time limit kept the gamification and excitement alive throughout the experience. With the ticket levels ever-changing, live availably for each region was displayed.
Finally, for security all registration details were encrypted and saved in a secure database ensuring the code was the only hack involved in the campaign!