AAA24 Membership
Crafting and growing exclusive access and experiences for A24 fans
Fan experience above all else
A24 Films has earned a growing passionate cohort of diehard fans — so the obvious question was “how can we give them more?” Type/Code collaborated closely with A24 to strategize, launch, and grow the AAA24 Membership program to provide fans with deeper opportunities to engage with A24 and its films.
Creating the AAA24 Membership experience
AAA24 members receive a welcome package, free movie ticket, a $5 monthly credit, a merch gift on their birthday, 10% off purchases and exclusive access to merch in the A24 shop, a quarterly zine, access to loads of bonus content in the A24 App, and many many more surprise perks and benefits that are continuously being introduced.
Our strategy leaned heavily on providing exceptional value, a seamless experience, and continued moments of “surprise and delight.” To accomplish this, we integrated tightly with A24’s brand marketing team to iteratively roll out new features — from a referral rewards program to partner promos and free movie tickets.
An expanding network of brand touch-points
AAA24 Membership needed to integrate with several different platforms across A24’s digital ecosystem. Building off the custom user account system that we built for A24, AAA24 started with a core subscription management system. An integration with A24’s eCommerce shop enabled physical goods such as the welcome package, birthday gifts, and quarterly zine shipments to be triggered through A24’s fulfillment partner, along with special discounts and product access for members browsing the shop.
When designing and building the A24 App, the AAA24 Member experience was a core consideration. This included providing members with free access to all bonus content and special discounts for A24 films, with clear signposting for special member content and deals. The A24 App also served as a primary channel for delivering new member perks, including free movie tickets for A24 films, and brand partnership perks for members.
Catalyzing Growth
Like most of our collaboration with A24, we prioritized getting a “minimum viable” version of the product live as fast as possible, so that our strategy and continued implementation could be informed by real user data. Through constant iteration, Type/Code worked with A24 to help hone the membership offering, and optimize member acquisition, retention, and monetization. As membership perks extended into multiple A24 platforms, our acquisition channels expanded as well. We designed and built unique membership and conversion flows for the A24 Shop, App, referrals, and brand partnerships.
Reinventing the program
After a year of experimentation and steady organic growth, AAA24 was excelling as an elevated brand experience for A24’s core fans, but accelerated growth would depend on appealing to a wider audience of movie fans. While it didn't make strategic sense for A24 to compete directly with their streaming partner deals, we landed on a different bold idea:
What if members get a free theater ticket to every A24 movie?
This started as a pilot integration with Regal Cinemas, and building a custom ticket booking flow within the A24 App — and quickly expanded to the five largest theater chains in the country, allowing members to claim a free movie ticket to every A24 film.
For free movie tickets to work financially, we needed to increase the membership price. Since we already knew that members had increased lifetime value, we could offset the price increase with a $5 monthly allowance that members could use across the entire A24 ecosystem (from the shop to renting or purchasing films in the app).
Member credits
A cross-platform credit system lets members earn $5 in credits each month that can be used across the app, shop, and ticket purchases. Seamlessly integrated with our native A24 payment gateway, Shopify, In-App Purchases, and additional 3rd party gateways.
Referral Program
We implemented the AAA24+1 Program to give all members a custom signup url to share with friends. When a referral signs up, the member and their friend each get a free month of membership. The referral functionality could also be used by brand partners to run collaborative promotions, such as American Express offering members a free month of membership.
Feeling Lucky?
The annual A24 Scratch Off Event: members receive a lottery ticket in their Zine that can be redeemed in the App for awesome prizes, from gift cards for the shop to meet and greets with A24 stars and directors.
Member Promos
A flexible promo feature enabled A24 to easily launch member-only special events, contests, and brand partnership perks, and limit promo availability to applicable markets when appropriate.
Outcomes
After a year in the wild, AAA24 Membership is successfully engaging A24 fans through exclusive content, experiences, merch and partnership opportunities.
As membership numbers continue to grow, we have an exciting roadmap ahead of us to continue designing and building new member experiences across A24’s digital ecosystem, and continuously expand the possibilities of the ultimate A24 fan experience.
See it live
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