B!Digital Joins Orange France As Strategic Partner

Posted on August 1st, 2011 by Posted by: buongiorno

The blockbuster success of the UK's Orange Wednesdays has spawned a sequel.

Buongiorno!Digital (B!Digital), Europe's leading independent full-service mobile marketing agency,  have been contracted by Orange France to manage its Orange Cinéday promotion.

Launched in May 2011, the promotion allows all Orange customers in metropolitan France, whether Internet users, Open clients or Mobile clients (Including blocked package and prepaid card) to obtain 2-4-1 cinema tickets any and every Tuesday throughout the year.

A unique, single-use code is issued to respondents, with B! Digital's platform handling all requests for mobile coupons made by SMS, via its iPhone and Android apps, or the cineday.fr website.

"The vast majority of the codes are ordered in front of the theatres. Therefore our response must be immediate, and our solution is sized to handle a very large number of simultaneous transactions," says Omar Fadil, Managing Director of B!Digital France.

"It is a true 'couponing' platform, which combines the sending and validation of a coupon. This allows Orange to know very exactly how many codes are issued, to whom, in what cinema they are used and in which session. The operator has a deep understanding of the real impact of the program."

Cinemas have access to the platform via an extranet, allowing them to know exactly how many entries they have made. B!Digital then reimburse the venues on behalf of the client.

The platform has been used in to power Orange Wednesdays, which has distributed more than 27 million cinema tickets in the UK since 2004. Similar programs are run by Orange in Luxembourg, Romania and Armenia.