How LOVEFiLM created a community of brand advocates

LOVEFiLM is a real British internet success story. Driven by word of mouth, the company's success can be put down to the way it engages with customers. CEO Simon Calver explains how they've done it.

When Facebook unveiled its ‘game changing’ social plug-ins last month, it was fitting that online DVD rental subscription service LOVEFiLM was amongst the 30 launch partners. Although hailing from the dotcom generation rather than the subsequent social media generation, the online DVD rental firm attributes much of its success to its thriving and passionate community of customers. And while the company’s goal of going toe-to-toe with broadcasting behemoths such as Sky and Virgin Media seems enormously ambitious, CEO Simon Calver believes it is well within its potential. "LOVEFiLM inspires passion and emotion, and people love the brand," he emphasises.