Hancock: Redemption rate doubled, support requests dropped

Sony Pictures Home Entertainment (SPHE) released their blockbuster Hancock in various European countries giving both BD and DVD purchasers the option to transfer a Digital Copy. An A/B split testing was set up to research the advantages of PID as an alternative to serialised code leaflets. Batch A carried unlock codes in a leaflet which had to be typed in manually, whereas Batch B used PID without serialised printwork.

The results have shown that Batch B (PID) significantly outperformed Batch A (leaflet): the redemption rate doubled in the same time as code-related support requests dropped.

SPHE is one of many content publishers that has utilized Digital Copy with PID.