A Bluetooth-based Customer relationship marketing (mCRM) solution

HOYTS Cinemas engaged AURA Interactive to develop a mobile-based CRM solution that would provide a platform to promote upcoming movie titles while also increasing ticket & candy bar sales. Additionally the solution provided Hoyts with metrics relating to the frequency of consumer visitation.

AURA installed a live Bluetooth BlipZones network, called HOYTS BlueZones, in the foyer and lounge areas of each cinema to create interactive zones where cinemas-goers can interact with HOYTS and download time-based offers and movie related mobile content free of charge.

Anthony Thiessen,
Head of marketing at Hoyts states that for them it is a new marketing strategy, which will primarily increase frequency (of purchase) and reward repeat visitation. Monthly interaction levels have grown by 500% in the first 6 months and m-coupon redemption rates have been impressive and clearly measurable. The solution improves the way HOYTS engages with their patrons to promote upcoming films and effectively adding more value to their patrons; entertainment experience.