Cineworld SEO and loyalty content

by Immediate Media Branded Content Client: Cineworld
The Brief

Cineworld wanted to engage hard-to-influence movie-goers aged 16–30, and asked us to develop a content strategy to drive ticket sales and communicate their Unlimited Card loyalty scheme.

They also needed to boost organic search traffic for generic film keywords in order to gain competitive advantage during key sales periods.

The Challenge

We created and maintain the Cineworld movie blog, a rich daily content stream that delivers SEO equity and drives social media engagement. With some 30 original posts per week, all aligned to target movies and keywords, our content takes cinema-goers through the full customer journey, from pre-production awareness to publicity build-up and finally to purchase.

The blog features exclusive distributor content and user-generated content from Cineworld’s own customer base. In addition, we’ve developed an influencer marketing programme to broaden the site’s audience, working with film stars (e.g. Ab Fab‘s Julia Sawalha) and YouTubers (eg comedy film-maker Jack Howard).

Posts drive direct ticket sales on the website and also support a range of Cineworld premium propositions, such as 4DX. And by adding value to Cineworld’s social feeds, it has helped build a social audience in excess of 600k.

Results
  • Over 2.3 million page views on the blog from 975k unique users
  • Purchases directed from the blog have delivered Cineworld a cash ROI of 6:1
  • Cineworld now routinely rank on page one for Google key movie searches
  • Cineworld’s social media following has increased by 66%