Cineplex, Canada’s largest exhibitor, tasked Trapeze with creating a comprehensive Social Media strategy, and building an online space for the most avid of movie-lovers. Developing a suite of highly functional community tools, Trapeze built a platform called mycineplex.com.
mycineplex helps members connect, letting users manage their profiles, share reviews and ratings, and bookmark and tag favorite content. Other customize social media tools include an entertainment blog, rewards platform, forum and moderation tools.
With the tagline “Review, Discuss, Share”, Trapeze also headed-up the overall marketing strategy for mycineplex.com, executing both online and offline components. A multi-platform, integrated approach -including digital pre-roll, print, and display and paid ads- the campaign tapped into the enduring idea that movie-watching is, and always has been, a distinctly social enterprise.
Launching in at the end of August, mycineplex.com currently has over 29,000 registered users, actively participating in the web’s most dynamic movie-obsessed online community.