The Brief
In December 2001, Digital Marmalade was appointed to manage and produce Blockbuster’s in-store TV channel, BBTV. The aim of the channel was to promote new film and game releases, highlight promotions and drive sales in confectionery and drink products. Our task was to refresh the look of the channel and migrate it from VHS to DVD in order to take advantage of interactive technology and improve the audiovisual quality.
The Solution
Through a combination of motion graphics, 3D animation and sound effects we transformed not only the channel, but also the in-store experience. Movie trailers are now ‘skinned’ in corporate colours giving ownership of the channel back to Blockbuster, as opposed to the film studios. Presenters are filmed in a blue screen studio and superimposed into the design, to add personality to the channel and to give an informed opinion of the movies and games being promoted.
DVD technology allowed us to break the broadcast schedule into weeks. Time specific promotions for major releases and periods like half-term and Christmas are now catered for, resulting in a more focused advertiser’s rate card.
‘Store zone’ broadcasting can be activated through a standard DVD remote control. A dedicated games channel and a confectionery promotional channel are included each month. These ‘targeted’ channels can be activated during peak ‘game renter’ windows (3-5 pm) offering an element of day-part marketing.
We are also responsible for sourcing film and game footage, for researching, writing and recording scripts, sourcing advertising opportunities, attaining British Broadcasting Certification for public viewing, program scheduling, DVD authoring and replication, mail-outs and store support. All of this is carried out under strict, tight deadlines.
Project News
Tim Fairs“We are delighted with Digital Marmalade’s proactive approach to managing and developing BBTV. Their new designs and interactive knowledge has enabled us to do so much more with the channel. We’re particularly excited by the versatility of the DVD format; day-part marketing, regional variations, and store-zone broadcasting, enable us to experiment with more dynamic programming. All aspects of the channel are professionally managed, produced and delivered, allowing our marketing team to concentrate on other aspects of the business. We believe the new channel adds an extra touch of magic to every visit. Well done all the team.”
Communications Manager, Blockbuster,