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Checking In: Building Studio Loyalty

by Sophia Savage
August 26, 2010 6:43 AM
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Thompson on Hollywood


So your Facebook stalker - er, friend - knows what you had for dinner and which YouTube video you liked, but now they know where you're going. And what you're watching. And when.

With the launch of Facebook Places--in addition to the Foursquare app and Miso, Philo and GetGlue networks--"checking in" is the growing social-network thing. Take note, Hollywood, writes Advertising Age: this next frontier of social-networking could make you money.

When you "check-in" via one of these networks or apps, you can earn points, fan badges, etc. Ad Age says "Imagine…someone could earn a 'Paramount Ambassador' badge after checking in to 20 movies from that studio. And imagine if the studio then had a program in place to reward that person with some sort of prize pack or other freebies." Merely the ability to hone in on your demographic, by monitoring who checks in to what, you're maximizing your marketing efforts - getting the right people to see the right movie, TV show, etc. The bottom line? With all these new tools at studios' disposal, it allows them to "get a sense of what people's activities are around their movies, be they new releases in theaters or catalog titles on DVD, but also reward that activity while also building brand loyalty and enthusiasm for individual movies as well as for the studios as a whole."

One question, though: if besides Disney or Pixar, the studios aren't creating brand recognition now, will moviegoers check into studio online locations? Or just continue to chase info on individually branded titles?

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