8,000 CHICK FLICK CLUB FANS AND COUNTING
Last month we launched a Facebook community for women to discuss and celebrate the films they love, the Chick Flick Club, for Skinny Cow Icecream. Since then over 8,000 Australian women have become fans of the community and continue to visit the site regularly to interact with Skinny and other like-minded chick flick connoisseurs.
Based in Facebook, where over three quarters of Skinny’s core audience log in each month, women can engage with Skinny to discuss and review ‘chick’ oriented films much like a book club. They are then able to rent a selection of DVDs free* from a list of over 500 chick flicks with home delivery through a partnership with online DVD rental service Quickflix.
“One of our main objectives was to leverage the positive sentiment and loyalty The Skinny Cow Ice cream had generated since launching in Australia last year. The Chick Flick Club is a unique content platform to encourage women to talk about and try our brand” says Mauricio Alarcon (Head of Marketing, Nestle Peters).
The club launched with the initial theme the ‘Month of Spunks’, where fans could participate in discussions about notable hotties like Ryan Gosling and Robert Pattinson in ‘The Notebook’ and ‘Twilight’, before choosing their own film to rent and getting the girls over. The current month theme is BFFs- Best Friends Forever- and takes a tongue-in-cheek look at the genre.
Joel Thomson, Digital Creative Director, explains: “our female audience loves to get together to hang out and watch movies. It’s an integral part of their social calendar. And nothing is better when watching a film than a little ice-cream indulgence. We are simply recognising and rewarding that behaviour.”
Advertising to support the launch will run in social and digital media, supported by promotions with magazine and online partners. The free* DVD rental promotion runs until November, so visit www.facebook.com/theskinnycow now to join Quickflix and to access free DVDs rentals.
