Lights, Camera, Performance! Strategic Marketing Agency FilmFrog Uses MNTN to Produce Top Results For Cinergy

With Barbenheimer weekend fast approaching, FilmFrog wanted Cinergy to be top of mind as a great place to watch one or both movies. FilmFrog knew that to accomplish this goal they needed to increase Cinergy’s new business, so they launched a Performance TV prospecting campaign.

Precision audience targeting was vital to the success of this campaign. FilmFrog used their extensive industry knowledge, client specific expertise, and support from the MNTN team to build audiences that engaged the right customers out of the gate. They started by geo-targeting in-market viewers who lived nearby Cinergy’s locations to ensure that only those who were most likely to visit saw their ads. FilmFrog then used MNTN’s integration with leading providers of third party audiences — which gave them thousands of audiences to choose from — to target consumers who might enjoy all Cinergy has to offer. They focused on segments like families seeking out movie theaters, streaming subscribers, and consumers who enjoy restaurants with special amenities, like Dave & Buster’s.

To further bolster business prior to Barbenheimer weekend, FilmFrog layered in a retargeting campaign that honed in on Cinergy website visitors from the last 30 days.

Ad creative was also a key part of these campaigns. To increase overall attendance and sales, it was important that FilmFrog promote not only Cinergy’s movie theaters, but also all of their other exciting offerings. They wanted to showcase the total Cinergy experience — from theater to arcade and everything in between. To capture the full scope of what visitors could expect, FilmFrog worked with Cinergy to develop engaging video ads with footage of people enjoying themselves at actual locations.

In addition to these visuals, the advertisements featured compelling narratives that presented real-life situations for different consumer groups as part of Cinergy’s ‘Up Your Game’ campaign creative. For instance, one advertisement used the copy “Up Your Date Night” paired with video footage of a couple having a meal at one of their bowling alleys. Another invited viewers to “Up Your Girls’ Night,” with imagery of a group of women laughing together. To further sweeten the deal for customers, their prospecting ads mentioned Cinergy’s rewards program.

Maximizing the efficiency of ad spend and proving return on investment were of utmost importance to Cinergy and FilmFrog. MNTN’s comprehensive reporting tool provided this and more, while enabling them to easily understand how their campaigns were performing at any given time.

“Everything within MNTN is easy to understand,” Leonard said. “Most ad platforms have their own quirks and lingo to acclimate to, but MNTN is very straightforward with clear steps and layout. This is particularly true of their reporting tool, which has helped us to prove immediate return on investment by drawing a direct line between campaign actions and business results.”

Since launching Cinergy’s Performance TV campaigns, FilmFrog has seen impressive results. So impressive, in fact, that MNTN has become their top paid advertising channel. As hoped, MNTN helped FilmFrog produce meaningful business during the launch of Barbenheimer — their Performance TV campaigns accounted for 25% of Cinergy’s order value in the first week.

The positive outcomes didn’t stop there. In the quarter following Barbenheimer’s opening, Cinergy’s CTV campaigns produced the following: a retargeting return on ad spend (ROAS) that was 18x higher than goal, a prospecting cost per visit (CPV) that was 52% better than goal, and a blended cost per acquisition (CPA) of just $0.88.

These results helped to solidify FilmFrog’s decision to take an “always on” approach to Cinergy’s MNTN campaigns — aka evergreen efforts that run throughout the year as a way to drive steady performance. Looking to the future, FilmFrog will continue to use MNTN Performance TV as a key piece to a comprehensive advertising strategy for Cinergy and their other clients.