Campaign Pitch

for AMC

Bernice Lopez- Pallares, Bianca Barbieri

Jesse Lohmeyer, Paulie Correa Nieves
Rachel Whitlatch, Ramya Tirumala
 Table of Contents

1 Meet the Team

2111
Objectives
3-4 Brand Research
5-6 Category Research
7-8 Audience Research
9 Insights
10 Creative Strategy and Big Idea
11-17 Creative Execution
18 Budget Breakdown
19 KPIs
 Meet the Team
Ramya Tirumala Rachel Whitlatch Bianca Barbieri
Media Manager Strategist
Research Manager

Paulie Correa Nieves Bernice Lopez-Pallares Jesse Lohmeyer

Account Manager Creative Strategist
 Objectives
1) Remind consumers how much more immersive a
theatre experience is compared to a home movie
experience
2) Ensure consumers of safety and enhanced
cleanliness within theatres as use Clorox products
to clean.
3) Exclusivity of movies within theatres as you can
only watch recently released movies in theatres.
4) Focus on unforgettable memories made with
loved ones as Tampa and St Pete area is more
residential and there are more families and
college students.
 Brand research
AMC offers an outstanding movie
theater experience through many
amenities such as brand new movies
being offered in 3D and IMAX,
comfortable and luxurious reclining
chairs, clean theaters, and a special
menu that provides a wide variety of
food and drinks.
 Brand research
AMC Values: One of AMC’s core values is to continue
providing as many options as possible for moviegoers.
AMC focuses on pleasing their customers by giving them
the best movie theater experience they can. AMC
dedicates themselves to continuing to be innovative with
the way movies are watched and working hard to improve
the environment of their movie theaters.

DNA: AMC is unique because they allow you to make

everlasting memories with loved ones through watching
brand new movies in theater. AMC provides incredible
customer service, as they dedicate themselves to keeping
theaters clean and sanitized, while providing extremely
luxurious seating, variety of food and drinks, and top
notch customer service.
 Category research
AMC ensures that they always provide an experience
for moviegoers that center around making memories.
But due to COVID, movies are being streamed on
platforms like Netflix instead. “Before the pandemic,
a survey from June 2019 found that only 14 percent of
adults in the U.S. went to the movie theater one or
more times per month” (Statista, 2019).
 Category research
The main pain point that is occurring would be
the use of these digital platforms. This is
where AMC can offer the experience of truly
reliving childhood memories by being in the
theatre in contrast to platforms such as Hulu
or Netflix.

It has been reported that “COVID-19 has in

fact changed the preferred way of seeing
movies for many people” (Livingstone, 2021).
In november of 2018, 28% of 18 and older
people preferred to watch a movie for the first
time at a theater. However, in june of 2020 (in
the middle of a pandemic) 36% of people
preferred to watch a movie for the first time
via a streaming service.
 Audience research
Since our target audience includes individuals ages 18 to 30, we are
emphasizing this through establishing the main dynamic of creating
memories with friends and family, specifically re-enacting the feeling of
nostalgia everytime they visit the theatre. AMC initiates innovation through
many technological advances.
These aspects have been taken away from some due to COVID. “It is
shown in research, that since 2020, there has been a clear decrease in
movie theater visits” (Jordan, 2020). Many more people were visiting the
theater before the pandemic. “The largest age group on Instagram is
25-34 (31.2%), with 18-24 close behind at 31%” (Barnhart, 2022).
Many of the visitors in this age group tend to believe that AMC is
overpriced in regard to tickets and concessions. This is why AMC uses
promotional tweets and coupon giveaways, which perform the best due to
our target market being the most active on social media platforms such as
Twitter or Instagram. It is important to AMC that individuals associate the
brand with its services and amenities, as well as its social media presence.
 Target Audience Media
Channel Matrix
High engagement

WOM
Billboard
Phones
High
Low
interest
interest

Newspaper
Blog

Radio TV
Low engagement
 Creative Executions
Traditional Advertising -billboards

Purpose: With 10.1 million Netflix subscribers since March increase and ease of streaming viewers have a mix feeling
about their form of watching a movie. Studios are experiencing with the ongoing changes. The billboard ad portrays
the first-time experiences made from different moments in your life with AMC. It focuses not only on the movie
watching, but, the memories made with those special people in your life.

Strategy: Engage the target audience because it brings out the emotional side of individuals and allows people to
create their own memory from a time they visited an AMC Theatre. This will spark inspiration to make more
unforgettable memories with us at AMC. 71% of consumers view a billboard while driving on the road, 50 % being
highly engaged. Frequent exposure allows awareness to be made.
Creative Executions
Traditional Advertising -print ads
Purpose: The combination of print ads and digital ads increase effectiveness up to 400%. Nearly 80% of
consumers act on print advertisements, and 20% higher motivational response. 58% of 18-34 year olds read
newspapers/print ads.

Strategy: Engage consumers in print ads to create awareness in a short and effective way. We will use print
ads being that the combination of both print and digital will increase awareness/ effectiveness. Being that
our target market is among the 58% of print ad viewers this will increase AMC awareness and influence
consumers to visit AMC and watch the hottest trending movies on screen with experience not provided by
online streaming.
 Creative Executions
Digital Media - Search engines(Google)
Purpose: Engine marketing allows for services to be visible by using keywords and monitoring
our target market engagement.

Strategy:Google trends will allow us to track based off region, audience and time. These tactics
allow for ads to be displayed at the proper time to better target our market and understand
what they are looking for.

Digital Media - Email

Purpose: Allows for brand awareness creating a relationship with
consumers. Studies show increase in sales and engagement if offered
discounts.

Strategy: Email promotional offers, new movie updates, members only

offerings, company updates, inform consumers about the changes
made due to covid to influence in person viewing.
 Creative Executions
Social Media- Instagram

Purpose: We want to allow visitors of the Instagram page, including loyal as well as
new visitors, to get an understanding of our brand and how our experiences translate
to meaningful memories.Instagram posts allows for an increase in brand awareness,
130 million users engage in Instagram content. Allowing for visual and short messages
and allow for an increase of followers.

Strategy:The target audience would be those who have strong ties to movies while
growing up, and are looking to make even more memories through AMC theaters.
Offering an experience unlike streaming online. This will be effective being that our
target market of 18-30 year olds are most active on social media.

Social Media- Twitter

Purpose: The US has the highest users of Twitter worldwide
being 76.9 million out of 206 million global users.
Strategy: We will create twitter post to engage with audience,
offer promotional updates, movie showtimes and brand
updates.
 Creative Executions
Social Media- Facebook
Purpose: With 1.56 billion daily active users on Facebook, nearly 20% of the world
population spending an average of one hour on the app and daily increase of users we
can build social influence, word of mouth, awareness, and relationships.
Strategy: With our target market of 18-30 year olds which are most active on social
media Facebook posts will be made to increase brand awareness reminding consumers
of memorable experiences they have previously had with AMC and the promotions we
offer.
 Creative Executions
Social Media- Snapchat

Purpose: Word of mouth is among the most effective ways of marketing. According
to Nielson 92% of people trust friends above any advertising form. Sharing a post
with a filter would bring attention and recognition. Snapchat also allows to target
ads by age, interests, and interaction history.

Strategy: Creating an AMC filter on snapchat and the use of ads will increase the
word of mouth by allowing customers to share their experience, movie details,
showtimes. Consumers don’t only share their images through one platform, with
snapchat and filters they are given the opportunity to save the image and share
within other medias. This will allow for viewers to capture memories through
pictures with family and friends. Statistica studies show there are 530 million
snapchat users records show a 47 million increase within a year.
 Creative Executions
Brand Activation-Shopper marketing method (coupons added on coca cola
bottles)

Purpose: This method encourages shoppers to act towards a certain brand. AMC
Theatres is partnered with Coca Cola which allows us to work with them and create
different ways to easily increase consumers being that there is already recognition.

Strategy: Providing the opportunity to win discounts for movies with a purchase of
a Coca Cola beverage in store. This targets different audiences as Coca Cola is a
beverage that many people drink and they also have different beverage products
that are sold. Inspires action encouraging consumers to purchase and scan their
code to earn a prize. It is proven sales increase up to 47% with discount promotions
consumers are more likely to return.
 If there are any questions or
concerns please feel free to ask !
Thank you for your time.