Ridiculous - as in really good
For a recent Hollywood Studio campaign to promote a movie, we handled 370,000 calls to AOL's Moviefone during a weekend. For a random 100,000 of the calls, we played no ad while for the other 270,000, we played a fun voice promotion for the movie.
For the callers that did not hear an ad, 7,400 (7.4%) asked for showtimes. At that same rate, you'd expect around 
20,000 to ask for the movie on the 270,000 calls with ads. Wrong.
Instead, after hearing the compelling audio ad, 65,000 asked for the movie's showtimes -- which is an incremental 45,000. When we surveyed these callers afterwards, 39,000 reported seeing see it the day they called. And they didn't go alone. They brought friends and kids along and averaged 4.15 theater-goers per showtime request, and spent an average of $7.20 per ticket. That amounts to an incremental 161,000 theater-goers (39K x 4.15) and an incremental $1.16 million dollars of box office receipt. Wow.
And now for the ROI kicker. The studio spent just $25,000 to generate all this extra revenue! Spend $25K, earn $1.1M. Not bad. That's a several thousand percent ROI. That’s ridiculous.
Imagine if they had spent $100K or even $500K promoting their movie at the "golden moment" of decision to movie-goers. They would have set box office records. Nonetheless, this Hollywood Studio agrees with us that we provided an outstanding ROI (they didn’t use my “ridiculous” word) and they are delighted with our capabilities and plan to use us for many of their upcoming movies. Cool!
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