TradeDoubler and LOVEFiLM pioneer first performance-based viral campaign

TradeDoubler, the pan-European digital marketing company, today announced it has been appointed by LOVEFiLM to create and manage a pioneering new viral campaign. TradeDoubler will produce, seed and track a viral game which will convert through an affiliate model for LOVEFiLM, the first time that an initiative of this kind has been done on such a large scale.

The campaign, which will complement high season demand for DVD rental, aims to increase awareness of and traffic to the LOVEFiLM website, and act as an acquisition channel of trialists to LOVEFiLM DVD and game rental service.

The concept of the game centres around the ‘LOVEFiLM Academy’ where players go to train to become superheroes, battling both good and bad guys and using LOVEFiLM DVD’s to knock them out. Once the game has ended, players are given a promotional code which can be redeemed at checkout on the LOVEFiLM website, and are invited to submit their score to a leader board. The player with the highest score will win £250 worth of LOVEFiLM Shop vouchers and the next nine high scorers will receive free annual membership to LOVEFiLM Rentals. Peer-to-peer referrals are also encouraged through a recommend-a-friend facility where players can invite others to play.
The game, which is scheduled to go live at the beginning of this month, will initially be seeded on the main gaming portals, viral communities and social networks. TradeDoubler will then track the number of people that play the game and subsequent sales via the LOVEFiLM site. Sales conversion rate is expected to be 2%, whilst click-through rate is likely to be around 25%.

Jason Norris, Affiliate Manager at LOVEFiLM, said: “November through to February is an important time for us in terms of DVD rental and we wanted a strong, creative digital campaign to explore new opportunities. The concept TradeDoubler presented to us was the perfect way to do this, making them the obvious partner for this campaign. Tracking the viral impact on a performance basis makes this a really exciting new step in our digital strategy.”

Lara Kelly, Client Services Director at TradeDoubler, commented: “We are thrilled to be working with LOVEFiLM on such a ground-breaking project. For the first time, LOVEFiLM will be able to accurately measure the impact of a viral and track the value of a campaign back to the brand and sales. We look forward to seeing results of the campaign in the months to come and hope to roll out similar offerings to our other clients in the future.”

TradeDoubler was responsible for the concept design and coordination of the project, and worked in conjunction with viral agency TAMBA to execute the campaign.

Play the game: http://www.lovefilm.com/micro/superherogame.html

Editorial Contacts
TradeDoublerJennifer CheungTel: +44 20 7798 5860Email: jennifer.cheung@tradedoubler.com
Firefly CommunicationsCarly PearsonTel: +44 20 7386 1417Email: tradedoublerukteam@fireflycomms.com

The New LOVEFiLM Logo

For those of you that have worked with LOVEFiLM for several years you may have seen quite a few versions of our logo as we have grown, merged and evolved into our current position as the place to find the films you want. Below is the official logo that has been updated.

Every time the LOVEFiLM logo appears the following legal notice should also appear on the same page:

LOVEFiLM, the LOVEFiLM logo and all other LOVEFiLM product or service names are trademarks of LOVEFiLM International Ltd. © 2008 LOVEFiLM UK Ltd. All Rights Reserved.

This can appear with the Ts and Cs or in suitable placements.

LOVEFiLM passing on the VAT saving

You probably know the Government has knocked 2.5% off VAT. You’d probably expect us to pass this straight on our customers so you have an even better offer to promote. You’re dead right.

From the start of December all prices reflect the 2.5% reduction. This will be done automatically on all of our offers, so you don’t have to do anything. Obviously our banner creative and copy on your site might been incorrect now, but our website is showing the correct VAT affected price in all references, as well as us detailing the reasons for the changes on our site. I think this change is something many of your are dealing with right now for the offer you promote, so I hope the guide below helps.

We’ve crunched the numbers and you’ll find all the new package prices below:


£3.99 - now £3.91
£5.99 - now £5.87
£7.99 - now £7.83
£9.99 - now £9.78
£10.99 - now £10.76
£12.99 - now 12.72
£14.99 - now £14.68
£15.99 - now £15.65
£18.99 - now £18.59

LOVEFiLM and PPC Policy

In the past 3 weeks LOVEFiLM has seen increased PPC activity by affiliates that have not been approved to do so. This has included affiliates bidding on our brand name, variations on the name, using our URL and also using misleading copy.

I want to reiterate that no affiliates should ever be bidding on our brand or URL without express approval. Not only will it drive up our own CPC costs but it will lead to affiliate relationships being terminated and our relationship with super affiliates and affiliate networks being reviewed.

LOVEFiLM, our online agency and myself are not willing to tolerate affiliates brand bidding or moving around networks hoping to not get caught. Below is a clear outline or our position for PPC on all search engines.


Voucher Codes

Please be aware that you can only promote voucher codes through the LOVEFiLM affiliate programme if you have been given explicit permission by either LOVEFiLM. Promoting voucher codes which have not been made available will result in the removal of commissions and ending your affiliate relationship with LOVEFiLM. You should not be promoting the standard 2 week trial as a voucher code in any way on search campaigns or as a way to drive traffic to a voucher site.

Keyword Policy

Keyword Policy LOVEFiLM request that affiliates do not bid on our brand name, or use the display URL www.lovefilm.com or www.lovefilm.co.uk. We also ask affiliates to not bid on similar and combinations such as I Lovefilm, lovefilms, Love Film Uk, Lovefilm.net, Love Film Com, LOVEFiLM.COM and Lovesfilm. This is in competition with our own search campaigns and adds no value.

Other than this affiliates can bid on generic terms such as ‘DVD rental’ and ‘free Dvd rental trials’ and affiliates can also bid on film titles and actor names. Anything that is not LOVEFiLM specific is acceptable activity. All search traffic should be driven via your own pages and not direct to www.lovefilm.com or www.lovefilm.co.uk or any variations and URL extensions as this conflicts with our own campaigns. Affiliates should also use not clone our existing adwords campaigns, you must use your own copy. Affiliates should have a page of information or comparison page to improve response, such as listing the many benefits of our service:

UK's largest selection, over 65,000 titles
All the latest releases ever week on every format – DVD, HD-DVD and Blu-ray
Every classic you can think of and many more you forgot about TV series & documentaries – watch them in order or rent episodes you want
Games can be added to packages (PS2, PS3, PSP, Xbox 360, Nintendo Wii, Nintendo DS)
No due dates – keep the films as long as you like No postage costs – we send them for free and post back is free
No late fees - ever Cancel anytime, no obligation to stay

Affiliates breaking the keyword restrictions may be removed from the program and will not be paid for leads.