For all its success, the annual Toronto International Film Festival had always suffered from flagging sales in the latter half of Festival. To address this, Juice developed a Facebook application that recommended three available films every day that matched the user’s declared tastes.
Juice identified several consumer perceptions—and misconceptions—that were contributing to the issue of poor ticket sales. We then developed a solution that addressed these concerns directly by making it easy for anyone to receive recommendations for available films every day of the Festival.
Personalized recommendations could be viewed in the Facebook application, posted to your Facebook wall, or tweeted to your Twitter stream. These recommendations could be viewed by anyone, making it easy for your friends to see which films you might attend.
In addition to recommending three films every day, the Daily Discovery Facebook application also provided alternate screening times, a venue map, a list of Facebook friends who were also recommended the same film, and multiple social sharing options.
To compliment our social media initiative, we also created dynamic, digital signage to engage with people in the King West area during the Festival. The range of dynamic, up-to-the-minute content included a schedule of the day’s available films—with trailers—TIFF’s twitter stream, and quotes from TIFF’s programmers. Screens were displayed at TIFF Bell Lightbox, the Festival Box Office and the industry hub at Hyatt hotel.
Automated Daily Discovery recommendations appeared across Facebook and Twitter throughout the Festival.