Client: MGM, Sony Pictures, Twentieth Century Fox

Stargate SG-1 and Stargate Atlantis are regarded as one of MGM’s most important and profitable TV franchises. Starting with the 1994 film the TV franchise now includes two additional films; The Ark of Truth and Continuum. Flying Pig worked on the Stargate and Atlantis franchises for over seven years and through the ownership of three studios.

Brief
Sell-thru data at MGM indicated an initial sales spike at the start of each Season DVD release followed by a steady decline in sales as the Season release progressed. The brief was twofold; to initially flatten the sales curve whilst maximising DVD sales across the entire Season release strategy. Secondly, to retain consumer interest and loyalty whilst creating cross and up-sell opportunities with across the franchise and the TV and movie box sets.

Solution
To create for each Season release each year, a brand new marketing mechanic to encourage consumer loyalty, minimise sales attrition and combat churn. A DVD in-pack campaign was created involving a token collect mechanic that drove traffic consumers online. After data-harvest, the consumer input the collected tokens [or glyphs] to access exclusive online content not available anywhere else. To access higher level of content - such as a set trip to Vancouver or walk on part - glyphs had to be collected from the next DVD in the series as well as all the glyphs from the Atlantis DVDs. Once data-captured, collectors were entered into an email marketing campaign informing them of subsequent DVD releases dates, links to trailers, added value content, retailer links and special offers.

Services Used
Marketing, planning and campaign strategy, brand guardianship, design & artwork, website design, build, development and coding, AV-editing, 3D modeling, database management, segmentation, email marketing and reporting,, national press and trade advertising, online banner advertising, packaging design and print, design and manufacture of merchandising and product fulfillment.