IMAX DROPS:
TURNING FIDELITY INTO FANDOM
IMAX is the undisputed top dog of cinema, the highest quality movie experience this side of the solar system. We all know this.
But what about the rest of their empire? The live events, the celebrity Q&As, the limited-edition Beyonce hoodies?
That’s the stuff only a small circle of die-hard fans, gatekeepers, and well, my dad even know exists.
At the time, the IMAX app was little more than a glorified ticket stub wallet. So we pitched a prototype to turn it into what it should be:
a hype hub built to convert casual moviegoers into true fans.
We called it IMAX Drops.
An expansion of their mobile app designed to showcase their entire arsenal of experiences, turning curiosity into fandom by offering a clear path to exclusive access and rewards.
THE PROCESS
I began with close collaboration with the innovation team. We worked together to establish the core objectives for the ‘Drops’ feature: drive fan engagement, build brand loyalty, and drive traffic to IMAX’s lesser known new revenue streams.
We identified that the initial onboarding was the most critical part of the user journey. A confusing or uninspired onboarding flow leads to high Day 0 drop-off, which directly hurts long-term retention and revenue.
With this in mind, my challenge was to convey the app's entire value proposition in three concise screens. I developed a voice that was both energetic and exclusive, using strong verbs and benefit-driven headlines to build hype and FOMO. This approach was designed to guide users effortlessly while making it immediately clear what they’d be missing if they didn’t participate.
The initial onboarding screen introduces the Drops concept. The copy immediately showcases the breadth of exclusive items and experiences available.
The headline and body copy highlight the core benefit—helping users stay ahead of the crowd for the Drops they care about most.
An active, urgent headline drive sign-ups, while body copy emphasizes the simplicity and payoff of the experience.
Urgent, high-energy push notification copy inspires FOMO and drives immediate engagement for time-sensitive events.
A conversational and relatable headline encourages users to sign in or sign up, framing it as a clear benefit rather than a chore. While the “Past Drops” feed serves as social proof—that if you drop the ball, you miss the drop.
My responsibilities: UX content strategy & writing