"We wanted someone to help us pioneer smart, integrated marketing, and we very much like what we are seeing in a global, local and central level. MEC is a breath of fresh air."
Paramount
A demonstration of
- > Active Engagement
- > Digital/Online
- > Earned
- > Multimedia
- > Owned
- > Paid
- > Research / ROI
Box office bonanza
Through mobile technology and rich content, we generated fresh enthusiasm among young film fans.
The challenge
Around 300 movies are released in Australia every year, making it a highly competitive market. Our challenge was to broaden consumer engagement, using digital to stimulate interest in three Paramount blockbuster releases, drive awareness of release dates and increase ticket sales through Hoyts cinemas.
Our insight
Young movie fans gain social kudos by being first to know about upcoming releases.
Our solution
To promote Iron Man, The Incredible Hulk and Indiana Jones and the Kingdom of The Crystal Skull, we worked with Australia's first free mobile network to provide rich content in major shopping malls and around local Hoyts cinemas. Using Bluetooth connectivity, consumers were able to download movie previews, animations, screen savers and ringtones. For added immediacy, consumers were alerted by a reminder sent to their phone on release day, ensuring maximum promotional effectiveness.
The results
- Box office takings exceeded estimates by 12%
- 5.5 million consumers reached
- 1 million phones contacted
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