1. ACEF Awards 2023
Category: Email Marketing
Sub- category: Creativity

2. About BookMyShow India
 BookMyShow is synonymous with all things entertainment whether it is movies, LIVE events,
plays, sports, Streaming international movies or TV shows!
 It is a market leader for all things entertainment right from booking tickets to marketing to
on-ground services to widening cinema landscape and has its presence in 4 countries, across
650+ towns and cities, with over 6000 screens listed and more than 200 million monthly
customer visits.
 Email marketing plays a pivotal role for BookMyShow in reaching out to registered
subscribers with latest show-time information, upcoming releases, events and concerts.

3. Objectives
 To offer users with a more engaging experience through eye catching artwork and content
 To increase time spent on the mailer
 To boost movie transactions
 To get the user's attention amidst other promotional mailers
 To create an impact in user’s minds as soon as the bookings open
 Introducing content led mailers through Storytelling

4. About the campaigns
1. Cinemagraph and GIF Mailers
 It is now imperative in today’s time to differentiate our brand with other brands by doing something off
beat and creative to get the attention of the user, Cinemagraphs and GIFs are an ideal way to do so
 In order for the emails to visually stand out, we took key elements from the movie, added effects and
animation to the key visual
 Aim was to reach out to the movie fan base and create a sense of excitement and anticipation
2. Story Telling Mailers
 Marvel fans are fanatics when it comes to keeping up with the latest, so how do we break the
clutter amongst this audience? By serving them a slice from the past.
 We created a mailer that captures ALL the past Thor movies in one simple format: Comic strips.
Thus being extremely relevant to the film and to MCU fans.
 We also gave creative depth to some of the movie elements giving it a 3D effect

5. Challenges
• Choosing the right frames from the movie as well the animation
• Embedding the GIF within the HTML code
• Making GIFs within the file size limitations to reduce load time
• Getting relevant content/sequence to build the story
• Placement of the characters and stories on the mailers as per timelines

6. Execution- Cinemagraph and GIF Mailers
• This email campaign was sent to almost 10 mn
and over 8 mn respectively
• Target Audience comprised of Marvel
Cinematic Universe Movie Watchers,
Superhero Movie watchers & past movie
watchers of Action, Adventure & Fantasy
• Through animation and effects, we showed a
glimpse of the plot. In Mailer 1, Dr Strange is
opening the portal, In Mailer 2, we see Dr
Strange smash open the multiverse
Play
Dr Strange In The Multiverse of Madness
Mailer 1 Mailer 2

7. Execution- Cinemagraph and GIF Mailers
• The Avatar campaign was sent to almost 8 mn
users
• Target Audience: Avatar Movie Watchers, Sci-
Fi Movie Watchers, James Cameron Fans
• Theme of the campaign was to showcase
movie elements with GIF
Avatar: The Way of Water
K.G.F Chapter 2
• The Avatar campaign was sent to over 11 mn
users
• Target Audience: K.G.F Movie Watchers, Yash
Fans, Kannada & Action Movie Watchers
• Theme of the campaign was character
enhancement using cinemagraph Play

8. Execution- Storytelling Mailer
• This email campaign was sent to 6mn users
• Target Audience comprised of Thor movie watchers,
marvel fans and transactors of Action Sci-Fi movies
• The mailer starts with informing users about the
prequels of Thor, followed by creating an intrigue on
what to expect in the new movie
Thor: Love and Thunder

9. Performance- Cinemagraph, GIF Mailers and Story Telling Mailers
SL 1 : Warning: Portal Storm Ahead! 🔮💥
SL 2: This is the mail-tiverse!
SL : You've waited for Rocky Bhai...and he's here!
Mailer 1 was sent to almost 10 mn, with an open rate
of 8%
Mailer 2 was sent to over 8 mn, with an open rate of
8.2% ( higher than other promotional mailers )
Mailer was sent to over 11 mn, with an open rate of 8%
SL: James Cameron’s wave of genius, this way 👉
SL: Sea’ what we’ve brought for you!🌊👉
Mailer was sent to 7.6 mn, with an open rate of 10.6%
( 32% higher than other mailers )
Dr Strange In The Multiverse of Madness
K.G.F Chapter 2
Avatar: The Way of Water
Thor: Love and Thunder
SL : Alert: See this before you go for Thor!
Mailer was sent to 6 mn, with an open rate of 8.3%
( higher than other promotional mailers )

10. 10
Thank You!