Customer
Objectives
Valentine’s Day is a high-footfall period for cinemas. However, simply showcasing romantic films is no longer sufficient to engage today’s digitally savvy moviegoers.
The silver screen brand wanted something more than posters and promotions. They needed a way to create interactive and memorable engagement that would not only draw attention to current screenings, but also capture first-party data, drive virality, and strengthen their emotional connection with patrons.
With the romantic season as a backdrop, the goal was to let audiences interact with the brand in a playful, non-commercial way that felt personal, relevant, and fun — all while generating buzz both in-theatre and online.
Requirements
- An engaging, gamified experience that blends fun with romance and emotionally resonates with users during the Valentine’s period.
- A mobile-optimized interface, easily accessible via QR code, designed for smooth participation in cinemas or on-the-go.
- A system that allows personalized results and targeted data capture (e.g., name, gender, preferences), while aligning with brand and privacy requirements.
- A campaign built for organic promotion, leveraging Bollywood themes and shareable outcomes to encourage virality and word-of-mouth reach.
Solution
Interactive Quiz Concept:
- Created a “What’s Your Love Language?” quiz tailored for romantic moviegoers.
Multi-Channel Accessibility:
- QR codes deployed across cinema lobbies, social media, and the cinema’s website.
- Seamless mobile-friendly landing page for instant engagement.
Personalized User Journey:
- Collected gender and preferences upfront to dynamically customize quiz questions.
- Balanced introspective questions with subtle brand integration (e.g., “Pick a movie you’d watch on a date” featuring current screenings).
Engaging Content Design:
- Bollywood-inspired visuals and themes to resonate with the audience.
- Avoided hard-selling; focused on emotional storytelling aligned with Valentine’s Day.
Share-Worthy Results:
- Personalized “love language” outcome (e.g., Physical Touch, Words of Affirmation).
- Paired results with iconic Bollywood characters for relatability.
- Encouraged social sharing via downloadable results and a clear CTA—driving organic virality.
Results
The campaign achieved exactly what it set out to do.
- Thousands of users interacted with the quiz during the two-week Valentine’s window, with a high number of shares on WhatsApp and Instagram stories.
- The emotion-led storytelling made it highly shareable — users weren’t just engaging with a brand, they were expressing something personal about themselves.
- It also helped the cinema organically promote their Valentine’s screenings, as the film titles were cleverly embedded within the quiz itself.
- Importantly, it enabled the brand to collect verified user data for future marketing campaigns, with opt-in rates exceeding expectations.
All this was achieved without overwhelming the user with direct advertising. The result was an experience that was as emotionally resonant as it was strategically valuable
Summary
This Love Language Quiz campaign allowed the cinema chain to:
- Emotionally engage users around Valentine’s Day with a personalised quiz
- Promote real-time movie screenings within an interactive format
- Seamlessly collect user data for CRM and retargeting
- Encourage widespread social sharing of quiz results
- Use Bollywood film references to enhance relatability and emotional impact
- Deliver a fun, gamified experience without feeling like a sales campaign
- Boost footfall and awareness during a high-stakes seasonal window
- Provide a mobile-first, branded experience that was both aesthetic and functional.
