Epson launched the Epson MovieMate, a DVD player that projects onto a large flat surface with a larger-than-life image and killer sound. We were tasked with figuring out how to drive sales for a great product that is incredibly difficult to display in-store.
We started the online campaign by asking current product owners to share their American movie night stories, thus the Great American Movie Night was born. We targeted Epson's email database and reached consumers through Web-based marketing to drive consumers to the MovieMate's custom microsite, where users learned how to throw their own outdoor movie night.
In just four weeks, the online-only effort drove more than 100,000 unique visitors to the microsite, generated more than 36,000 sweepstakes entries and, if we judge by the pictures people shared, brought folks together for a lot of great times.