MCKINNEY, TX: Blockbuster is continuing its efforts to lure disgruntled Netflix customers to its subscription service following Netflix' July price change announcement and the social media firestorm that erupted shortly after.
In the most recent addition to the “Hello Blockbuster” campaign, Blockbuster is using its homepage to pose the question “Looking to make the switch to Blockbuster? Tell Netflix why!” Consumers are then encouraged to post their thoughts to Twitter or Facebook via the hashtag #HelloBlockbuster, or they can respond privately through Blockbuster.com.
Blockbuster is responding to the comments in real time via Facebook and Twitter, highlighting select comments on its homepage, and may eventually decide to use all the comments for a further iteration of the campaign.
According to CMO Kevin Lewis, the company decided to encourage people to post their thoughts about switching from Netflix to Blockbuster after noticing that consumers were already posting similar comments on their own.
“We thought it was a good way to tap what was going on externally and make it easy for consumers to communicate with friends and family about what they were observing,” Lewis said.
The company plans to continue the campaign for the next few weeks, as it realizes now is the perfect time to monitor consumer sentiments and communicate elements of Blockbuster's subscription service, which includes in-store exchanges, video game rentals, and more than 1,500 physical stores throughout the country.
“There is no question you will see us a lot more active in beginning to convert Netflix customers to Blockbuster Total Access customers,” Lewis said.
Besides this recent addition, elements of the “Hello Blockbuster” campaign include web banners, consumer-facing e-mails, press releases, social media monitoring, sponsored tweets, and in-store advertising.
Netflix declined to comment on whether it had plans to launch a communications campaign in response to “Hello Blockbuster,” but did note it is common for companies to capitalize on activity as Blockbuster has.
“There's still no greater convenience, selection or value than Netflix,” said Steve Swasey, VP of corporate communications at Netflix. “Competitors do what competitors do.”