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Fandango looks to lock in ticket sales via homescreen targeting

October 2, 2013

Locking in on the homescreen

Fandango is rolling out a mobile initiative that integrates the company’s mobile ticketing service straight into the upcoming launch of Samsung’s Galaxy Note 3.

Fandango is leveraging a new section of Samsung’s device called Here & Now to push out its ticketing service to consumers. The integration also pulls in other pieces of Fandango’s content such as movie trailers and original video to keep consumers engaged with the brand.

“The service provides consumers with curated selection of top movies coming out every weekend automatically available on their home screen,” said Mark Young, vice president of strategy and business development at Fandango, Los Angeles.

“Consumers can then click on the movies and will be taken to a selection page that will provide theaters and showtimes nearby,” he said. “Clicking on a showtime takes you to Fandango’s ticketing funnel.”

Movie magic
Fandango’s new mobile ticketing will be pulled into the new section within Samsung’s Note 3 called Here & Now.

Here & Now lives under the My Magazine section, which consumers can access by holding down on the home button while a mobile device is open.

Content within the section is contextually based on a consumer’s location and sign-in information.

The device picks up on a consumer’s preferences through browsing and past purchases to give consumers more relevant information each time they use the app.

In addition to letting consumers buy tickets to movies that are nearby to them, consumers can also access film trailers, original videos and a branded preview show entitled “Weekend Ticket” that is hosted by Dave Karger.

The preview show is also aimed at making the moviegoing experience more relevant because Mr. Karger will help consumers filter down the number of movie choices.

The feature also gives consumers exclusive access to tickets before they go on sale.

For example, consumers can now buy tickets for “The Hunger Games: Catching Fire,” which premieres on Nov. 22.

The Fandango iPad app

Mobile past
Fandango has been revving up its mobile strategy significantly over the past few years to tap into small-ticket sales that are increasingly taking place via a mobile device.

Most recently, Fandango acquired Quantum Rewards to give its mobile and desktop promotional efforts a boost (see story).

Additionally, Fandango rolled out a new mobile series to its apps and sites earlier this year as part of a push into original content (see story).

The new Samsung integration may lead to more spontaneous ticket sales for Fandango since the feature is prominently displayed while a consumer uses his or her mobile device.

“Mobile plays a big role at Fandango, where 44 percent of our tickets are sold on mobile devices,” Mr. Young said.

“As leaders in our categories, Samsung and Fandango partnered together to bring consumers top devices with the most relevant and useful moviegoing conveniences on the go,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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