Image sources: Inside Edition (screenshot) and Oprah.com (product photo).
At a Glance
- Client: Fandango, the nation’s leading movie ticketing platform
- Campaign: Holiday gifting experience for The Color Purple (2023)
- Goal: Transform a digital movie ticket into a heartfelt, physical gift
- Solution: Custom microsite, hybrid digital-physical fulfillment, and promo redemption—powered by eGifter Merchants™
- Results: Oprah-endorsed campaign, thousands of happy gift recipients, and a new blueprint for gifting entertainment at the crossroads of physical and digital
What’s Inside
Challenge: Make It Gift-Ready—Just Like Oprah Wanted
When Oprah revealed The Color Purple as her favorite holiday gift of the year, she wasn’t talking about a simple email code. She wanted fans to experience it as a real gift—something you could hold, place under a tree, and unwrap.
“I said, I want it to come in a box. With a bow. So it feels like a real gift.”
— Oprah, via Instagram reel.
Fandango had the movie. Oprah had the moment. What they needed was a way to deliver that vision—fast, beautifully, and at scale. They needed more than a ticketing platform. They needed a digital-to-physical gifting solution that felt joyful, personal, and seamless.
That’s where eGifter Merchants came in.
Solution: A Gifting Journey, from Theater to Streaming
eGifter Merchants powered a dedicated gifting microsite for Fandango’s The Color Purple campaign. From this site, fans could send:
- A $20 promo code good for The Color Purple tickets on Fandango
- Delivery by email, text, or in a custom gift box with purple ribbon
- An elegant gifting experience—even at the last minute
Every element was designed for delight, including a smart fallback: If the recipient didn’t redeem in time, the code converted to a Vudu credit for at-home viewing (Great customer experience!)
With zero lift from Fandango’s tech team, eGifter handled microsite creation, order processing, physical fulfillment, digital delivery, gift card conversion to a streaming platform, and customer support.
Results: A Gift-Worthy Campaign with Cultural Power
Oprah’s Instagram post lit the spark, and the delivery sealed the moment. With Fandango’s trusted digital ticketing and eGifter’s premium fulfillment, fans could gift a meaningful movie moment that felt personal and powerful in whatever format they wanted.
Oprah even surprised Stephen Colbert’s audience with tickets to The Color Purple, underscoring the film’s cultural impact and gift-worthy appeal.
“Now when you buy tickets to the movie on @fandango, they’ll arrive in a custom box and a purple ribbon. Sounds like a pretty good stocking stuffer to me.”
— Oprah, via Instagram
And if the recipient didn’t make it to theaters in time? The value of the gift automatically converted to a Vudu credit, so they could watch The Color Purple at home. No wasted gifts. No lost moments. Just a seamless, tech-enabled journey from box office to living room.
The experience elevated what was already a great gift—Fandango movie tickets—into something tangible, joyful, and flexible. It set a new standard for how digital experiences can be gifted with intention.
Want to Make Your Next Campaign Gift-Worthy?
Whether you’re launching a film, promoting an experience, or building a moment around your brand, eGifter Merchants helps you deliver beautifully—from digital codes to ribbon-wrapped boxes.
Let’s Talk about your next big idea.
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