Tesco launches multimillion-pound campaign to promote Blinkbox over rivals Lovefilm and Netflix
Tesco has launched a multimillion pound campaign to promote its movie and streaming service Blinkbox, claiming it provides “ten times” more of the latest blockbuster movies than rivals Lovefilm Instant and Netflix. The campaign kicks off with outdoor, radio and print advertising and includes heavyweight in-store promotion of the service across the supermarket giant’s outlets. Meanwhile a TV campaign will launch next month, supported by digital and print ads with the strapline “coming sooner”. The move coincides with the launch of Blinkbox movie and TV gift cards, which go on sale in more than 2,000 stores this month, offering people £5, £10 and £20 credit to spend on Blinkbox. Tesco is also poised to launch ‘Great Night In’, an in-store campaign to promote Blinkbox in 500 key stores offering movie and TV cards at half-price and discounts on selected snacks, drinks, DVDs, CDs and games. The in-store activity kicks off next Tuesday (24 September) and runs until 15 October. Blinkbox chief operating officer Adrian Letts said: “This activity is about playing to our strengths and using the vast network of stores to communicate the significant benefits of Blinkbox over our rivals. With millions of customers walking through Tesco’s doors on a weekly basis, we have a great opportunity to talk to them about the really exciting entertainment that Blinkbox has to offer. “We have ten times more of the latest blockbuster movies than Netflix and Lovefilm Instant and want to help customers understand the benefits of Blinkbox by adding some colour and theatre in stores. It’s an unprecedented level of in-store commitment to a digital service. Blinkbox is a pay-per-view (PPV) service, meaning it can operate in a different rights window to Lovefilm and Netflix, both of which are subscription-based services therefore must compete with Sky in a different movie rights window.