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RedBox

About

With more than 6 billion rentals to date, Redbox is America’s leading source for affordable new release movie rentals. Redbox offers DVD and Blu-ray™ Disc rentals through the nation’s largest network of more than 41,500 conveniently located, self-service entertainment kiosks, and On Demand movies and TV shows, without a subscription. 
 
Redbox revolutionized the way Americans rent movies when it was founded in 2002 on the belief that consumers deserved a convenient way to rent new-release movies at a low nightly price. To help Redbox uphold their promise to bring viewers a constantly updated selection of the newest hit movies, they hired Odney as their new marketing partner in 2020.  
 
  • Contract Dates: September – Current 
  • Annual Budget: $600,000 

The Task / Challenge

During the early onset of the COVID-19 pandemic, movie studios stopped creating new content and movie theaters shut down because of social distancing guidelines and audience restrictions. Now was the time to capitalize on more American’s staying home and consuming content in more ways than ever. Knowing there are so many eyes and platforms for viewing Redbox needed help in cutting through the clutter to reach their key audiences.  

The Solution

Redbox was using two separate agencies, one for display advertising and one for keyword/search advertising. In the summer of 2020, they went searching for a new agency to handle their display advertising nationwide.  
 
Odney was awarded the agency of record contract, not only for display but for keyword/ search, as well. This was all made possible by showing our efficiencies and ability to buy all media in-house, keeping costs low and leveraging all of the data and audience segments that they had collected from previous campaigns. We were the plug and play option that allowed them a seamless transition.  

The Results

Very early on we were given the task of hitting a $4 ROAS based on historical benchmarks (return on ad spend for every dollar spent) for display advertising and keeping CPC (cost per click) at or below the national average for keyword/search advertising.  
 
Within the first four months of our partnership, we have been able to exceed expectations and goals with ROAS’s of $9.66 and delivered an average CPC of $.02! 

Related Work

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