Snakes on a... Phone?

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

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.

Enpocket’s platform 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.

The overwhelming response from participants indicates a strong level of engagement in this new polling method.

92% of “Snakes on a Plane” moviegoers that 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 transforming the users’ most personal device into a quantitative and qualitative data collection tool.