The campaign focuses around a nationwide in-store marketing blitz. Giant ads will feature on the front of the largest Tesco stores, while 500 outlets will run a “Great Nights In” promotion that offers discounts on selected drinks, snacks, DVDs, CDs and games.
It uses the tagline “Coming Sooner”, to highlight the fact that its customers have access to shows such as Game Of Thrones sooner than competitors.
The in-store marketing drive will be backed up by radio, print, digital and outdoor ads, as well as a “high-profile” TV ad campaign that will run in October.
Speaking to Marketing Week, blinkbox’s group marketing director Kate Simon says the scale of the investment is unprecedented and will aim to continue the strong growth it has seen in recent months, although she wouldn’t be drawn on specific figures.
“We want customers to think of blinkbox for the latest releases. We are clear on our brand and personality and we want others to be too”, Simon adds.
The relationship with Tesco is a key differentiator for blinkbox, giving it access to the millions of people that shop in its stores every month. Simon says it will also look to make use of that scale in future marketing campaigns for the online video service, as well as its sister services in music and e-books.
The increased marketing efforts will help highlight blinkbox’s points of difference against rivals such as LoveFilm, Netflix and Sky in the fiercely competitive online film streaming market. blinkbox claims that it offers 10 times more of the latest blockbuster movies and TV shows than rivals.
The marketing push is just the latest attempt by Tesco to grow its share of the digital entertainment market. It bought its 80% share in Blinkbox back in 2011 and has since invested in music streaming service We7 and e-book company Mobcast.
Tesco is also expected to launch its own tablet at an event on Monday (September 23), that will include access to Tesco’s digital movie, TV, music and e-book content. The device will reportedly be called Hudl and cost just £99