Kiosk operator Redbox is taking advantage of Netflix's foibles by hiring a creative advertising agency, San Francisco's Camp & King, to develop a national ad campaign boasting that it responds to its customers and that customers in turn love them for that. (The implication is that Netflix does not.) Advertising Age reported that it also launched a website called Redbox Share Your Love, in which customers submitted photos of themselves hugging Redbox kiosks, and a Twitter page, #iloveredboxbecause." As a result, the company has added thousands of new users and estimates that its monthly rentals now total 55 million. "They have a great story, and have grown like gangbusters pretty quietly," Camp & King co-founder Roger Camp told AdAge . "Two-thirds of the U.S. population will walk by a Redbox on any given day. The amount of exposure they have is pretty fantastic, so to activate those people is huge." After staring 2010 with just 30,000 Facebook fans, Redbox now claims 3.65 million versus Netflix's 1.9 million.

24/10/2011