EE replaces ‘Orange Wednesdays’ with ‘Film Club’ reward scheme

EE has partnered with video streaming service, Wuaki.tv, to launch ‘Film Club’. The reward scheme will give consumers the chance to stream one movie per week for £1, and looks to be a replacement to the phone network’s long-running, cinema-based, Orange Wednesdays loyalty offering, which ended in February.

EE’s marketing director Spencer McHugh told Marketing Week last month that although the Orange Wednesday’s service was successful over its 10 year duration, it decided to discontinue it as the brand needed to ‘evolve with changing customer viewing habits.’

The phone network brand will now give all of its existing customers across EE, Orange and T-Mobile, the chance to rent selected films on Wuaki.tv from 30 March.

Existing customers will be able to purchase a film for £1 every week, instead of the usual £3-4 for a movie on the European video-on-demand service.

The Wuaki.tv app and desktop platform can be accessed across devices including smartphones, tablets, laptops, games consoles and smart TV’s. EE will also make the service available through EE TV.

“With 1 in 3 UK adults enjoying digital entertainment every week- and this number is only going to grow- our viewing habits are clearly evolving,” said Pippa Dunn, chief marketing officer at EE.

“This reaffirms our commitment to put customers first as we deliver a series of new offers in 2015.”

YouGov research of 2,000 adults in the UK, commissioned by EE, has highlighted the appetite for digital entertainment. Over 50% of the surveyed group said that they download or stream films and TV every month.

Fifty per cent of those who stream films noted ease and convenience, as well as choice to select when and where they watch films, as the main reasons for choosing to do so.

An EE spokesperson told Marketing Week that this will be the first of a of a range of digital services that the brand will announce this year, which will be aimed at existing customers of the brand.

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