Case Study: IMAX achieves a 12-point ad recall lift and drives advance ticket sales with Instagram Stories polls

IMAX - Customer Case Study

IMAX UK, a leader in immersive big‑screen entertainment, set out to boost advance ticket sales for Star Wars: The Rise of Skywalker and test whether interactive Instagram Stories would drive more reservations than standard Stories.

They ran a poll sticker campaign in Instagram Stories inviting fans to vote (e.g., “Use the Force” vs “Join the Dark Side”), driving engagement and awareness. The interactive ads reached 5.5 million people, delivered a 21% ad recall rate among viewers and produced a 12‑point higher ad recall versus non‑interactive Stories, prompting IMAX to adopt interactive formats in future social plans.

IMAX

Ben Caunter

Head of International Film & Exhibitor Marketing