MULTIMEDIA
Multimedia refers to the integration of different forms of media content, such as text, audio, images, videos, animations, and interactive elements, into a single cohesive presentation or communication. It aims to enhance the user experience by providing a combination of various media types, offering a more engaging and interactive environment compared to traditional single-media formats.
The various components of multimedia work together to convey information, entertain, educate, or communicate ideas in a dynamic and interactive manner.
Kinepolis is an international company operating movie theaters since 1997. Kinepolis operates 55 cinemas in Europe and also has 46 cinemas in Canada and 10 in the United States. I was the Graphic and multimedia designer at a national level for their three cinemas in Luxembourg: Kinepolis Kirchberg, Kinepolis Belval, and Ciné Utopia.
During my activity in the B2C Marketing Department, I was assigned different multitask projects: Advertisement Campaigns, Web, Newsletters, Contests, Social Media, Print, Screens, Digital Marketing, and B2C/B2B proyects.
CAMPAIGNS
Kinepolis has several points to focus its campaigns, new releases (usually blockbusters), events related to the movies released such as Marathons and Avant-Premieres among many others, its own products including Family Card, Movie Card or Gift Boxes, the different types of movie theaters with the latest technologies such as 4DX and 3D, birthday celebrations or even renting theaters for personal use or for businesses.
The main channels to promote a campaign are the website, newsletter, social networks, and cinema screens (movie screen, wall screen, totems, outdoor led). To track the metrics and performance of a specific digital marketing campaign we created UTM urls in PowerBi.
Website
On the home page of the website, we can highlight different areas to place banners: HPTO, Slide Banner, Foot Banner, Leaderboard, and Pop-Up. These elements are programmable using Selligent, a cloud-based marketing automation solution designed to help companies create and manage marketing campaigns via email, text messages, social networks, websites, and through customer service channels.
As the person in charge of updating the website with Drupal, I also took care of the design of new pages (using sometimes basic HTML/CSS code), activating warning messages, updating information, a clear example of the use of all the functions of the website was during covid as the regulations changed regularly and 70% of the content had to be modified due to restrictions and security measures.
Newsletters
Selligent is used to create and schedule newsletters. Two emails are always sent, one in French and one in English, the general structure is a Header + text + CTA, but we can introduce a lot of elements, like unique barcodes, placeholders, more banners and images, related movie sections, etc.
One of the particularities of Luxembourg is the variety of customers and how to segment it, something that does not occur in other countries and is very important to take into account. We segment users based on language, country of origin, age, gender, number of persons in the household, tastes, music, movie genre, the content they have already seen, and an endless list of factors to get the perfect target.
We work closely with the CRM (Customer Relationship Management) team, which plays a crucial role in managing and optimizing the interactions and relationships between the company and its customers through Selligent, conducting surveys, creating loyalty campaigns, etc.
Social Networks
Kinepolis Luxembourg's networks are Instagram, Facebook, Twitter and Youtube. In which we publish both organic posts and paid campaigns using UTM.
Instagram & Facebook
The content we publish on Instagram and Facebook is very similar, such as curious facts about movies, mini-games for fans of sagas or moviegoers, actors' birthdays and what the public likes the most: Contests, where you can win tickets, gift boxes, and even trips. The contests are carried out through Qualifio, which generates engagement and collects data through questionnaires, games, surveys, and contests.
Youtube
The youtube page is mostly focused on trailers sent by the distributors and promotional videos that I have created for specific movies in which more budget is invested or the sale of products offered by Kinepolis. The second ones are the ones with which we create the paid campaigns, adapting to the short format (max 30 sec) and creating effects and animations that engage the audience.
Digital Marketing
We monitor website and campaign performance regularly using Google Analytics, analyzing key statistics such as click-through rate (CTR), conversion rate, and cost per click (CPC). With Selligent, we measure the effectiveness of newsletters and banners using key statistics such as open rates, click-through rates, and conversion rates.
Screens
Kinepolis has an average of 30 advertising screens distributed among the 3 cinemas in Luxembourg (not counting the cinema screens), which are programmed through Zebrix enabling remote control of all screens and contents from a web browser or mobile device. Each screen has its own size, larger, wider, horizontal and vertical, therefore the designs must be adapted according to its use. We also take into account when publishing, the location of each screen and the flow of customers according to the time and the day.
My previous experience in printing companies allowed me to produce all types of content for Kinepolis, large and small formats, and merchandise for special events such as mugs, lanyards, key rings, t-shirts, tote bags, backpacks, etc. To advertise the products offered by Kinepolis in the store, we have printed roll-ups, photocalls, stickers, canvases, etc.
In campaigns with larger budgets, we advertise in the city, for example at the premiere of the new 4DX theater technology, we launched a bus campaign, video advertising on the tram screen, and a huge vinyl on the facade of Kinepolis Kirchberg among other things.
But what we've done the most are ads in outside magazines (Janette, CityMag, Paperjam, Femmes Magazine, Delano, Bold), a bi-weekly new releases billboard in L'essentiel, and a ton of flyers.
Technologies used
Photoshop
Illustrator
InDesign
Drupal
HTML/CSS
Selligent
Google Analytics
Google My Business
Zebrix
DCP-o-matic
Methodologies used
Multimedia
Audience Segmentation
Media Planning
Integrated Marketing Communications (IMC)
Tracking and Analytics
Social Media Advertising
Seasonal and Event-Based Campaigns
Retargeting and Remarketing
