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December 22 2008
TradeDoubler and LoveFilm test perfomance-based viral marketing
A willingness to look at new ways of structuring a deal may be key in the year ahead, as TradeDoubler and LoveFilm have been finding out...
TradeDoubler has created a viral campaign for DVD and games rentals company LoveFilm that takes an unusual approach to the way in which fees are calculated. TradeDoubler has produced and seeded a viral game that it can then track and, if it then leads to a sale, receive commission on using an affiliate model, the first time that an initiative of this kind has been done on such a large scale.
The campaign aims to increase awareness of the LoveFilm brand, drive traffic to its website and act as an acquisition channel for triallists for LoveFilm's DVD and games rental services.
The game centres around the LoveFilm Academy, where players go to train to become superheroes, battling both good and bad guys and using LoveFilm DVDs to knock them out.
Once the game has ended, players are given a promotional code which can be redeemed at checkout on the LoveFilm website and they are invited to submit their score to a leaderboard. The player with the highest score wins £250 of LoveFilm Shop vouchers and the next nine high scorers receive free annual membership to LoveFilm Rentals. Peer-to-peer referrals are also encouraged through a recommend-a-friend facility where players can invite others to play.
TradeDoubler is able to track the number of people that play the game and subsequent sales via the LoveFilm site. Sales conversion rate is expected to be 2%, whilst click-through rate is likely to be around 25%.
"November through to February is an important time for us in terms of DVD rental and we wanted a strong, creative digital campaign to explore new opportunities," explained Jason Norris, LoveFilm's affiliate manager. "The concept TradeDoubler presented to us was the perfect way to do this, making them the obvious partner for this campaign. Tracking the viral impact on a performance basis makes this a really exciting new step in our digital strategy."
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