November 2012

Warner Bros.

Empower communities

Warner Bros. Entertainment – a fully integrated, broad-based entertainment company – is a global leader in the creation, production, distribution, licensing and marketing of all forms of creative content and their related businesses, across all current and emerging media and platforms. The company stands at the forefront of every aspect of the entertainment industry from feature film, TV and home entertainment production and worldwide distribution to DVD, digital distribution, animation, comic books, licensing, international cinemas and broadcasting.

Warner Bros. visuals

Brief & concept

Warner Bros. Entertainment France came to us with the challenge of optimise their media budget while stepping up their media impact. With this ambition in mind, we began to revamp the traditional loyalty program « Club WB ».

As word-of-mouth is the most effective way to get new customers, we design its digital version, which we like to call word-of-mouse, the most effective way for fans to become an information vector.

Our ambition was to create an ecosystem cross platform to generate engagement.

Social gravity

Thanks to social networks, mobile applications and big data, loyalty programs can today be redefined. Brands can shift from offering promotions to offering services and content. Loyalty programs are shifting from commercial to relational.

The My Warner Platform deeply integrates with social networks. Many brands use social networks as a traditional media, sending one way messages to its consumers with a fan page or a twitter account.
 My Warner establishes an intimate relationship with the user.

Social networks are about mutual sharing and conversations. Engaging its users through its different licenses and storytelling, thanks to exclusive content and challenges, My Warner generates gravity around the global brand
Warner Bros.

Gravity

Brand as platform

My Warner is a makeover of the Warner Bros. France loyalty program. Using a gamification grid, every interaction of a consumer with the brand is rewarded: liking a movie page, watching a trailer, doing a checkin in a theater, sharing Warner Bros. videos, etc.

By unifying the access to My Warner thanks to a Facebook connect, Warner Bros. is able to establish a direct contact with its communities. The platform is Warner Bros. own media, allowing it to publish personalized content and services to consumers and gaining a longterm feedback.

iPad, Laptop and iMac

Empower communities

Gravity

We use the Facebook Open Graph to create Built-In and Custom Actions. It provides an easy way for people to share feelings and interests about Warner Bros. licenses and products. My Warner encourage interactions with contents to build awareness.

Gravity

Gamification

The grid

We design a gamification grid, allowing people to accumulate badges and rewards. My Warner provides incentives for sharing: each action on Facebook or warnerbros.fr are rewarded with badges and credits.

Gamification grid

Games & Ranking

In order to engage fans and create a real gaming experience, we have blended challenges into my Warner. They allow Warner Bros. to create storytelling and game based on their licences.

Then people can challenge their friends, creating a virality loop.

An example of ranking

Rewards

My Warner offers a large range of products available for users. Once you have won or bought a product you can instantly see it on the Warner Bros. France VOD platform.

An example of ranking

Dashboard

An embeddable app

We designed the app so that it can be as well embeddable on Warner Bros.'s websites as in Facebook brand fan pages. The app acts like a pop-in and it can be quickly summoned by a top button.It’s smart and responsive to adapt itself in the Facebook canvas app.

Screenshot of a facebook app

The details are the design

We design a gamification grid, allowing people to accumulate badges and rewards. My Warner provides incentives for sharing: each action on facebook or warnerbros.fr are rewarded with badges and credits.

An orange button
A set of design assets

Trailer apps

Playground

As an extension of My Warner, the Facebook trailer apps are the user playground.
The funniest side of the service. Made to gather all Warner Bros. Licences, they embed exclusive content, games (challenge) and Facebook custom and built-in actions such as «I want to watch this movie».

Screenshot of a facebook app

Challenges

Every Trailer app contains a challenge, one of the most relevant exemple of them is the «blind test» we made for the release of the french film «Stars 80». It has already been a succes with more than 25 000 plays 3 weeks after the realese.

Screenshots of Argo challenge

Mobile

Warner Bros logo

The grid

We encapsuled My Warner in a app crafted for iOS, providing the best mobile experience possible. My Warner key features are still here plus new modules adapted for user mobility such as movie theater timetable, news push, videos and more.

Mobile grid screenshots

Movie and theater plug-in

My Warner key features are still here plus new modules adapted for user mobility such as movie theater timetable, news push, videos and more.

Theater plus plug-in screenshot

In app Challenge

We re-produced the challenge mechanics on mobile, advantage of native features as steps on those challenges. Users can scan sounds such as movie trailers, scan movie posters and do theaters check-in.

In app challenge screenshot

System

The core system

MFG Labs has developed a "toolbox" of patterns and frameworks for designing highly scalable and efficient systems, which we are constantly improving: loosely coupled components, share nothing design, asynchronous message passing, queueing and caching are key elements in our design.

We also focus on runtime performance and efficient development tools, and have chosen the JVM and Scala as our main platform and language for backend systems.

Scale graphics illustration

For the Warner project, we were able to develop and deploy in production scalable backend systems for Web and mobile applications in just a few months, using Spray, Akka, Scala, and RabbitMQ.

A display of various backend logos

Data analysis

It is rare to find a CRM that allows a brand to have a unique view of a consumer across many channels of contact. Unifying data sources from the web, mobile, and social networks, is not only a technology challenge but also a cultural one.

A brief explanation of a data analysis example
With our unique outlook and technological expertise, we manage all relational data from the service, and identify the appropriate action to be taken.

My Warner wanted to establish a dynamic relationship between the brand and its fans. With our unique outlook and technological expertise, we manage all relational data from the service, and identify the appropriate action to be taken regarding different communities and key influencers. By making user experience a top priority, and by being fully engaged in the whole data cycle, we create exciting possibilities for Warner Bros. Endless opportunities for deep engagement emerge when users' needs and aspirations are considered, and when anticipation for products is encouraged.

Three examples of data analysis