THE BIG SHOW MARKETING

CHEAT SHEET

2

1 STATE OF OSCARS MARKETING 2 OSCARS MARKETING BEST PRACTICES 3 BEYOND THE OSCARS 4 DIRECT THE CUSTOMER JOURNEY

FOUR THINGSMARKETERS NEED TO KNOW

3

S O U R C E : * H O L LY W O O D R E P O R T E R 2 0 1 6 “ O S C A R S : H O W M A N Y P E O P L E W AT C H T H E C E R E M O N Y W O R L D W I D E ? ” * * T H I N K W I T H G O O G L E 2 0 1 5 “ S E C O N D - S C R E E N S E A R C H E S : C R U C I A L I - W A N T-T O - K N O W M O M E N T S F O R B R A N D S ”

CHEAT SHEET

1 STATE OF OSCARS MARKETINGMOBILE HAS MADE THE SECOND SCREEN AN OSCARS PRIORITY

65.3MIN 2015, THERE WERE

PEOPLE WATCHING THE ACADEMY AWARDS LIVE*

84%ON AVERAGE

OF MOBILE OWNERS USE PHONES OR TABLETS WHILE

WATCHING TV**

WE'RE LIVING IN AN EXCITING, DISTRACTING, OVERWHELMING WORLD. NOT MANY THINGS CAN CAPTIVATE A HUGE, BROAD AUDIENCE THE WAY THE ACADEMY AWARDS DO—WATCHED BY MORE THAN 10% OF THE U.S. EACH YEAR, AND MILLIONS MORE AROUND THE WORLD.

4

15MINUTESOF EACH ANNOUNCED WIN*

INTEREST PEAKS QUICKLY AFTER EACH WIN

…BUT ONLY IF USERS AGREE TO RECEIVE MESSAGES

S O U R C E : * T H I N K W I T H G O O G L E 2 0 1 5 “ H O W M A R K E T E R S C A N W I N T H E O S C A R S ,” * * T H I N K W I T H G O O G L E 2 0 1 5 “ R E A L -T I M E M A R K E T I N G AT T H E O S C A R S : B A C K S TA G E W I T H G O O G L E P L AY,” * * * A P P B O Y 2 0 1 6 “ D I G I T S V O L U M E 1 , FA L L 2 0 1 6 ”

1 STATE OF OSCARS MARKETINGMOBILE USERS MOVE FAST—SO DON’T MISS THEM!

A great awards show is a grand procession of happenings: the host’s monologue, the

musical numbers, the presentation of awards. And viewers stay in the moment,

engaging with each one.

While push notifications are a powerful way to reach and engage customers during major cultural tentpoles like the Academy Awards,

marketers have to convince their users to enable push (and keep it enabled) to be able to take

advantage of this powerful tool.

CHEAT SHEET

MOBILE LETS MARKETERS RESPOND IN REAL TIME

When awards show viewers take advantage of a second screen to look up more information about winners, that screen overwhelmingly

belongs to a smartphone or tablet, making it possible to reach them with targeted mobile

messages as they watch.

65-70%OF GOLDEN GLOBES WINNER

SEARCHES TOOK PLACE ON MOBILE**

DURING THE GOLDEN GLOBES, SEARCHES FOR WINNERS PEAKED WITHIN

ANDROID

59% 40%

iOS

PUSH NOTIFICATION OPT-IN RATES***:

5

1 STATE OF OSCARS MARKETINGWHAT ENTERTAINMENT-FOCUSED USERS CARE ABOUT ON MOBILE CHEAT

SHEET

WHAT I SAY, NOT

WHAT I DO

S O U R C E : 2 0 1 6 A P P B O Y C O N S U M E R S U R V E Y V I A P O L L F I S H . C O M

Understanding how media and entertainment app users want to be reached on mobile makes it easier for marketers to craft awards show-focused marketing that will speaks to their entertainment-focused users.

Personalization is very popular among these users, but not all types are created equal. While more than 80% of respondents have positive feelings about messages personalized based on their stated interests, that drops to 56% when it comes to personalization based on behavior.

So ask your users about their interest in the Oscars, then use that segment and personalize the Oscars outreach you send.

How would you feel about getting messages [personalized using]

% o

f Res

po

nden

ts th

at re

spo

nded

po

sitiv

ely

0%

20%

40%

60%

80%

100%

Self-reported Interests Past Activity

Music + Media + Entertainment

6

1 STATE OF OSCARS MARKETINGWHAT ENTERTAINMENT-FOCUSED USERS CARE ABOUT ON MOBILE CHEAT

SHEET

A PICTURE’S WORTH A

THOUSAND EMOJIS

S O U R C E : 2 0 1 6 A P P B O Y C O N S U M E R S U R V E Y V I A P O L L F I S H . C O M

With the arrival of iOS 10, it’s now possible to reach customers with rich push notifications on both iOS and Android devices. On Apple devices, rich push supports images, animated GIFs, and video, while Android rich push currently only allows images

When it comes to reaching media and entertainment—focused users, that disparity may not matter. When you’re trying to grab their attention with a rich push, 60% of respondents are most likely to notice a message that includes an image, compared to only 17% each for emojis, GIFs and videos.

I'm most likely to notice a message that contains

% o

f Res

po

nden

ts

0%

20%

40%

60%

80%

100%

GIFs or Videos Emojis Photos

Music + Media + Entertainment

7

HOW BRANDS CAN WIN THE OSCARS ON MOBILE

Whether your company has ads running during the

Academy Awards, the BAFTAs, or another major awards show or just needs ways to connect and engage your audience on the year’s biggest advertising days, mobile

should be a big part of your approach.

With today’s mobile-first marketing tools and tactics, it’s

possible to:

• Reach your customers where they are

• Break through and capture their attention, even when

Cher’s on the red carpet

• Build smart lifecycle campaigns that support user

monetization and stronger customer/brand relationships

CHEAT SHEET

2 OSCARS MARKETING BEST PRACTICES

8

CNN does an impressive job using push to help mobile app users stay up to speed on Oscar night’s biggest winners….

Last year, Drizly used email marketing to get ahead of the game. By scheduling this message one month before the

2016 Academy Awards, Drizly got customers thinking about ordering alcohol for their Oscar party in a fun,

memorable way

ABC News use push notifications to keep their users informed when this year’s Oscar nominations were announced—but they didn’t stop there! By taking

advantage of iOS 10’s support for rich notifications, they crafted a message that stands out and catches the eye

S O U R C E : * A P P B O Y 2 0 1 6 “ T H E S E C R E T T O I M P R O V I N G Y O U R A P P M E T R I C S ? K N O W I N G H O W T H E Y ’ R E C O N N E C T E D ”

TIME-BASED SCHEDULING

BEST PRACTICE

RICH NOTIFICATIONS

BEST PRACTICE

ADVANCED SEGMENTATION

MISSED OPPORTUNITY

CHEAT SHEET

2 OSCARS MARKETING BEST PRACTICESTHREE TACTICS TO CONSIDER

…even users who might have preferred NOT to know who won Best Supporting Actress. CNN could have avoided this angry tweet by using in-app messages to ask customers to

opt-in for push notifications on particular topics—for instance, breaking entertainment news.

By targeting push notifications to users who have indicated that they’re interested in receiving these sorts of messages, it’s possible to provide significant value with your real-time messages without upsetting users who aren’t interested.

StyleRyde

Sara — The ryde you scheduled

2m

slide

StyleRyde

Sara — The ryde you scheduled

2m

slide

57%RISE IN CALL-TO-ACTION

RESPONSE RATES WITH AN IMAGE*

9

GREAT OSCARS MARKETING CAN LAST ALL YEAR

Mobile engagement isn’t a one-and-done thing; successful

marketers use mobile to nurture and engage and monetize their audiences all year long. And that means that the key to

a best-in-class mobile-driven Oscars marketing strategy is ensuring that it doesn’t end when the show does.

Other brands are finding ways to turn app downloads into

loyal, committed customers and to make their voices heard even during major cultural tentpoles—this is your chance to

learn from them.

3 BEYOND THE OSCARSCAST A WIDE NET FOR DIGITAL MARKETING INSPIRATIONS CHEAT

SHEET

1 0

Urban Outfitters tests its push notifications and other messages in real time, making it possible to

iterate quickly and improve the effectiveness of their campaigns in milliseconds

VA R I A N T B

PROJECTED WINNER

VA R I A N T A

BEST PRACTICE

MESSAGE ITERATION & TESTING

BEST PRACTICE BEST PRACTICE

CHEAT SHEET

3 BEYOND THE OSCARSTHREE BRANDS DOING IT RIGHT

S O U R C E : * A P P B O Y 2 0 1 6 “ 5 E N G A G E M E N T M A R K E T I N G T I P S T O B E AT T O D AY ’ S S O U L - C R U S H I N G A P P R E T E N T I O N O D D S ”

Domino’s uses in-app messages and other channels to demonstrate value and educate new users on how to make the most of their app from that very first session,

helping them turn new users into loyal customers

StyleRyde

Sara — The 2m

slide

SMARTER ONBOARDING

B&H Photo Video and Ibotta’s advanced preference centers allow users to self-personalize the messages and kinds of content they receive, making the user

experience more relevant and valuable for each member of their audiences

PREFERENCE CENTERS

StyleRyde

Sara — The 2m

slide

StyleRyde

Sara — The 2m

slide

131%RISE IN TWO-MONTH

RETENTION WITH MULTICHANNEL ONBOARDING*

BRANDS EXPERIENCE A

1 1

MAKE SURE YOU HAVE YOUR MOBILE CUSTOMER ENGAGEMENT PLAN STORYBOARDED

The truth is, every customer you acquire is unique, and their

customer journey is going to be unique, too.

To turn new users into loyal customers, it’s important to have a marketing strategy that can meet them wherever they are and

use today’s best digital marketing tools and tactics to nurture the customer brand/relationship.

What does that look like?

Let’s take a look at the customer journey for an Oscar viewer using a (fictional) entertainment news app….

CHEAT SHEET

4 DIRECT THE CUSTOMER JOURNEYACQUIRING A NEW CUSTOMER IS JUST AN AUDITION—HERE’S HOW TO GET THE PART

1 2

IN TODAY’S MOBILE-DRIVEN WORLD, SAVVY MARKETERS CAN ENGAGE THEIR USERS AT EVERY STEP OF THE CUSTOMER JOURNEY—EVEN IF THE OSCARS ARE ON

MOBILE’S UNIQUE REACH MAKES IT POSSIBLE TO BOOST USER RETENTION AND ENCOURAGE LOYALTY IN REAL TIME

DOWNLOADS APP OR VISITS MOBILE SITE

FIRST SESSION

NO ENGAGEMENT

FOR TWO WEEKS

SIGNS UP FOR EMAIL LIST

UPDATES PREFERENCES

NO ENGAGEMENT FOR A WEEK

ENGAGES FOR THREE

CONSECUTIVE WEEKS

WATCHES RED CARPET

COVERAGE ON THE APP

FIVE SESSIONS IN A SINGLE DAY

SHARES NEWS FEED CARD

[social media event]

Send multichannel onboarding campaign

Use push to let them know that

this year’s Oscar nominees have been

announced

Send an in-app message to encourage them to indicate their interests in the app or website’s preference

center

Send a personalized push and email re-engagement

campaign using dynamic content to

highlight Oscar viewing parties in their

area

Send rich push notifications

highlighting Oscar winners and featuring video footage of their acceptance speeches

Use News Feed Cards to promote additional Oscar-related content,

including coverage of afterparties

CHEAT SHEET

4 DIRECT THE CUSTOMER JOURNEYWHAT A OSCARS USER JOURNEY CAN LOOK LIKE

9:41Monday, June 13

THE TURNAROUND 2m ago

Looking for a sweet Oscar party in Charlottesville, Ron? Look no further!

Cat Learns What A 6,798,954

670

NEWS FEED

Welcome back to The TurnaroundReady for all the post-Oscars gossip? Read on….

THE TURNAROUND: ENTERTAINMENT NEWS

ENABLE PUSH NOT NOW

Want to stay current on all of entertainment’s biggest news? Enable notifications and you'll be kept up to

date.

1 3

USE ONBOARDING TO CONVINCE USERS TO OPT IN

FOR PUSH FROM DAY ONE

Use push’s ability to reach customers outside the app to nudge them to return to check out your content

and other offerings

RE-ENGAGE LAPSING USERS WITH TARGETED, RELEVANT PUSH

NOTIFICATIONS

USE CONTENT STREAMS TO KEEP USERS CONSISTENTLY ENGAGED

WITH YOUR BRAND

Use in-app messages to highlight the benefits that users get if they enable push notifications—and start building the brand/customer relationship

from the moment they open your app

These messages stick around, making them a powerful way to inform users about new content and drive

deeper app or web engagement day after day

CHEAT SHEET

4 DIRECT THE CUSTOMER JOURNEYTHREE QUICK WINS

Appboy is the leading lifecycle engagement platform for

marketing, growth, and engagement teams. We exist to help marketers seize the opportunities created by the challenges of today’s mobile economy. That means we built the world’s best

intelligent CRM so marketers can connect human-to-human, at scale, with their customers, driving deep engagement and ROI.

The center of our platform is the holistic user profile that offers a single view of the customer. Our robust audience segmentation and advanced multichannel messaging allow brands to use the

data from these user profiles to create and automate highly personalized marketing campaigns, and build meaningful

dialogues with their audiences across devices and channels.

Thousands of global marketers use Appboy to connect with nearly 700 million monthly active users, with 10 billion messages

processed through our platform each month. We help brands like Domino’s, ABC News, Capital One, Opera, SoundCloud, and

Urban Outfitters to better engage, retain, and monetize their customers. Appboy is venture backed with over 140 employees and offices in New York, San Francisco, and London.

appboy.com hello@appboy.com