CASE STUDY: Insing.com's search for Singapore's ultimate movie fan

In an effort to capitalise on the growing popularity of inSing.com’s user reviews, SingTel Digital Media worked with Fulford PR and The Secret Little Agency to track down the ultimate contributor to its movie section — Singapore’s Movie Lover.

Fulford PR, The Secret Little Agency and inSing.com set out to build on the website’s reputation as the premier Singapore-centric lifestyle portal. They worked together to promote the recently launched one-stop movies section, and to actively engage users to interact with the site. The central idea was to find the ultimate ‘Movie Lover’ in Singapore. He or she would write regular reviews for the site and build on the already extensive local content.

inSing.com’s attraction is the user reviews – currently more than 20,000 – for everything from a new clothes boutique, to hawker stalls, to the latest performance at The Esplanade. Everything is reviewed by users, to provide a local viewpoint and help everyone make informed decisions about how to spend their free time. Therefore, in order to expand this original content, and provide users with an opportunity to experience and engage with the site, inSing.com embarked on a campaign to search for Singapore’s very own movie lover who would become part of the inSing.com team.

inSing.com wanted to get people to experience the new movies section, and provide an opportunity to create a movie community on the site, a place where users can share their opinions and read reviews by everyone, not just the experts. The lifestyle site was keen to actively engage its users, asking them to provide reviews about what they think of new blockbuster movies.

The search for inSing.com’s Movie Lover lasted for six weeks, and invited movie fans to complete a series of questions via an online questionnaire – to gauge their passion for the movie industry and demonstrate their writing skills, in addition to writing a sample movie review for the new movies section.

The prize offered to inSing.com’s Movie Lover comprised weekly movie tickets for two people, plus the opportunity to write a regular column for inSing.com, which would be read by more than one million unique visitors to the site each month. Furthermore, the Movie Lover would receive a payment of S$1,200 for the six month period, an Apple MacBook to be used to write the movie reviews, and an official inSing.com Movie Lover name card.

The campaign was executed online using inSing.com, Twitter and inSing.com’s Facebook fan page. As a result of the large number of fans gained via inSing.com’s Facebook fan page - currently over 12,300 fans - this platform helped to communicate the Movie Lover opportunity to an even wider audience, and highlight to them the movie information available on the site - from the latest movie trailers, to cinema locations and times, to direct ticketing links. Weekly contests to win a pair of movie tickets were also profiled via this platform to increase engagement with users and encourage further movie reviews.

Advertisements to profile the Movie Lover opportunity were placed on job recruitment sites, as part of the marketing efforts, and helped to raise awareness.

From over one thousand applications, two were chosen by the team at inSing.com. The two finalists had to battle it out by writing a comprehensive review of a film of inSing.com’s choice.

The search for inSing.com’s Movie Lover was a huge success, attracting applications from more than 1,160 movie gurus in Singapore, who were all eager to fulfill their dreams of becoming a move reviewer. After a difficult decision, inSing.com announced the lucky winner of the Movie Lover opportunity, Noor Hidzir Bin Junaini - a student and avid movie fan with extensive knowledge of the local and international film industry, and a clear and descriptive style of writing.

Ms Anne-Claire Tran, marketing director at SingTel Digital Media, commented: “The campaign successfully raised awareness and highlighted to our users the assortment of information available on inSing.com, in addition to directing them to the specific one-stop movies section. The campaign also helped us to further engage our users by encouraging them to share their opinions with others on the site.”

 

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