LOVEFiLM

Client

In the competitive market of online DVD rentals, Video Island was the company behind two of its largest players: Screenselect.co.uk and LOVEFilM International. When these two companies announced a planned merger to become LOVEFiLM International Ltd, it was an ideal opportunity to consolidate the best elements of each into a single DVD rental giant.

Both brands run on the TradeDoubler affiliate network and both benefit from TradeDoubler account management expertise. The challenge was to merge the two affiliate programmes into one whilst maintaining their success under the new branding.

Strategy

Communication

A merger project plan was drawn up with detailed communications scheduled at each stage to all involved parties. The challenge for TradeDoubler was to juggle the communication of the changes specific not only to both brands, but also to all the affiliates on the separate programmes. It was imperative to ensure the affiliates remained fully informed during the transition period and understood how the new programme would operate.

Technical

The TradeDoubler technical team were able to take care of all the technical demands required to merge the two programmes. Working strictly to the project plan meant that the new programme was implemented on time and to budget.

Promotional

TradeDoubler launched the new LOVEFiLM creative and worked with the client to create a new industry-leading reward structure to ensure the new programme remained attractive to affiliates on the network.

Results

Since the merger LOVEFiLM has become the most prominent brand in the DVD rental space. In the three months immediately following the merger LOVEFiLM saw a 500% growth in lead numbers - their strongest figures to date on an affiliate programme.

TradeDoubler have helped LOVEFiLM.com to continue our rapid growth since the launch of the programme in 2003 and I expect this to continue. The team that we work with understand our targets and contribute great ideas to help increase the size of the programme. I look forward to seeing the evolution of affiliate marketing whilst working with TradeDoubler.

Jason Norris - Affiliate Manager, LOVEFiLM