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Project Overview
For the launch of Men In Black 3, we were tasked with helping consumers down the path to buying tickets, in a way only Mobile can. Research told us that location is particularly helpful to achieve cut-through and prompt cinema visits, so this ended playing a vital role in a solution that’s a category game-changer.
Project Commissioner
Project Creator
Team
Simone Krakowiak - BDM
Jean-Francois Di Paolo - Designer/Developer
Scot Liddell - ANZ Operations Manager
Universal McCann
Jennifer Webster, Karen Shin, Lauren Cividin, Bridgette Cooper,
Paul Den, James Filmer
Project Brief
Movie studios and distributors are no strangers to Mobile Marketing, but historically their efforts have revolved around putting the trailer onto the small, (mobile), screen.
Given that movie fans would be exposed to a significant TV, online, and outdoor campaign, our solutions primary focus was not teasing the film itself but instead, converting their excitement into arranging to see the movie and asking and answering;
What cinemas are close to me?
When can I see it?
Can I buy a ticket now?
Project Innovation / Need
For the MIB3 theatrical launch, we created a mobile first, and developed the Big Movie Widget™. This is a multi featured web HTML5 advanced rich media ad product for iPhones.
Big Movie Widget™ does away with the need for users to click away to a campaign site, as, although the ad starts out life as a standard banner, it can expand to fill the page, (OTP), and house multiple interactive options and features.
We sourced a real-time data feed that provided cinema session times nationally, and built a CMS that allowed us to match the Users location to local cinemas that were showing MIB3.
Cinema locations were dynamically mapped, and contact details provided. We also linked to the distributors mCommerce site for ticket purchasing.
Finally we provided an option for a reminder to be sent to the Users handset Calendar just in case it slipped their mind they had a date with Agent K and Agent J.
User Experience
To meet the brief we needed the User Experience to be smart, slick, intuitive and be able to capitalise on their interest ‘in the moment’, and achieve real relevancy through being location aware.
Upon expanding the OTP unit, Users are greeted with an image of a lead character ‘alien’ closely followed by Agent J holding a MIB Neuraliser device that ‘flashes’. Location permission is sought and the page refreshes. A ticker tape runs across the foot of the ad unit showing the closest cinemas, and menu options are presented such as View Session Times, Book Tickets, or Watch Trailer – plus if the User fancied, they could ‘neuralise’ again!
The User Experience places emphasis on defining a specific role for Mobile around ticket sales, so we looked to help movie fans be spontaneous, give them the information they needed to see MIB3, and of course have some fun along the way.
Project Marketing
The Target consumer discovered the MIB3 Campaign via Big Mobile’s exclusive Publisher partner network that includes News Ltd, Vodafone Hutchison, Southern Cross Austereo, Optus, and Yahoo!7, and ran within both Mobile web sites and App environments.
The Results achieved were brilliant, and for the Australian market, provides evidence that Mobile can very effectively deliver real business outcomes for this entertainment sector when strategically planned, and skillfully designed.
31% of users shared their location at the beginning of the ad unit. By applying real focus to the path to purchase we achieved an overall engagement of 49%.
Additionally, 23% of Uses who viewed a cinema or session details clicked to ‘Book Now’ and were taken to the mCommerce site.
This project has redefined how to support movie releases over Mobile. The MIB3 campaign was such a success that a follow up was instant, with the Big Movie Widget™ now deployed on the theatrical launch of ‘The Amazing Spider Man’. Go Spidey!
In the words of Libby Rhys-Jones, Marketing Director at Sony Pictures Releasing, ‘We challenged Big Mobile to prove that Mobile could be used to generate business whilst helping fuel the excitement of a blockbuster launch. Such was the success, this campaign has redefined our approach to Mobile as a channel, and we’re developing this model with Big Mobile.
Best Mobile Marketing Campaign
This category recognises campaigns that use elements such as competitions, promotions & messaging to engage customers on the mobile channel exclusively.
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