Marvel tickets campaigns achieve social commerce successPosted Oct 30, 2018
A partnership by Marvel studios and social commerce enabler ‘Jumper.ai, resulted in a 68% ticket conversion rate, for its latest film ‘Ant-Man and the Wasp’.
The cinema tickets social commerce partnership was first launched in Singapore, Malaysia and the Philippines and achieved an incredible 68% conversion rate overall as well as 18x more comments compared to its previous campaign for ‘Avengers: Infinity War’, which recorded a 50% conversion rate.
This despite, ‘Infinity War’ grossing over US$2.05 billion worldwide (Source: Box Office Mojo) compared to US$622.30 million for ‘Ant-Man and the Wasp’.
An innovative first campaign for ‘Avengers: Infinity War’
Marvel’s organic approach
The core focus with Marvel was simplicity.
Thanks to Marvel’s huge audience, social commerce enabler jumper.ai could focus primarily on organic posts, thus reducing ad spend. By utilising organic posts, such as the one above, it was advertised widely that by using the hashtag, consumers would receive the automated chatbot checkout sequence to commence the buying experience.
During the film’s initial launch the initial conversion rate was an encouraging 50%. This initial stage contained nothing too fancy:
Moved upcoming promotional shares from the social networks to jumper.ai
Added the relevant hashtag to kick off the checkout bot
Personalised the follow-up messages within jumper.ai so it stayed on brand
Shared for a two-week period during the film’s initial launch
Social commerce enabler, jumper.ai allows purchasers and vendors to avoid cross- platform hassle and interruptions, and trigger an immediate purchase on the social platform they’re perusing. Utilising proprietary tech that facilitates the generation of actionable hashtags and short links, jumper.ai makes businesses’ social media posts shoppable and interactive, utilising automated, AI-driven Messenger bots to answer consumers’ frequently asked questions and swiftly guide them to a successful purchase — a process which can take less than a minute.
Jumper.ai’s Co-founder Yash Kotak, said, “We are bringing the shops to the shoppers. Most shoppers browse social media sites, so take your shop to them, rather than have them redirected to your website. By doing this, you reduce the vital engagement to purchase cycle.”
Currently, jumper.ai has over 11,000 clients, of which 35% are based in the US, 20% in the UK, 15% in Europe and the rest mostly spread across Singapore and Australia.
NB. Images are available on request.