Nielsen

Background

Nielsen Entertainment, broke the mold for movie and entertainment research
by launching the first time-targeted mobile consumer opinion initiative with
Movietickets.com, the leader in on-line movie ticketing, and Enpocket.

Objectives

•  Increase participation in polls about new films
• Align polls with the demographics of the moviegoers

Solution

Moviegoers purchasing “Snakes on a Plane” tickets on Movietickets.com were
offered the opportunity to participate in a movie poll through their mobile phone,
in exchange for $2 off their next purchase on Movietickets.com. Rather than
soliciting online submissions hours after the fact, Nielsen and Movietickets.com
could offer consumers a truly rewarding and interactive experience by engaging
in a one-to-one conversation with participants as soon as the movie ended.
The Enpocket-powered polling engine allows Nielsen to send the poll to
moviegoers precisely as they exit the film, based on ticket purchase information.
Furthermore, Nielsen syncs participants’ responses with demographic information
to offer deeper, more relevant analysis to its clients.

Results

The overwhelming response from participants indicates a strong level of
engagement in this new polling method. About 92% of “Snakes on a Plane”
moviegoers who elected to participate in the poll completed the mobile survey
and were able to redeem their $2 coupon. The ease of use, convenience and
accessibility of the mobile phone makes it an obvious communication and polling
medium, and the unique Enpocket-powered polling engine transforms the users’
most personal device into a quantitative and qualitative data collection tool.
As a result, Nielsen and Movietickets.com have expanded the program to other
new movie releases.