Warner Bros. cross-platform campaign drives increased consideration to watch The Hobbit film
Back in February we told you about Microsoft and Warner Bros. UK launching the first ad campaign featuring 3D printing. Now I’m delighted to share the final case study a video of the campaign with you.
Drive both awareness of and interest to watch the latest instalment of the trilogy to new & existing fans.
By working closely with Warner Bros. UK and its UK advertising and digital agencies, PHD and Think Jam, we’ve been able to co-create a digital advertising solution that is truly at the forefront of global innovation:
- The Ads-in-Apps creative offered Hobbit fans a free blueprint download for a 3D-printed model of “The Key to Erebor”, a major artefact in the film’s plot, on the day of the film’s launch – 13th December. This is the first of its kind globally from advertising
- This is also the first film campaign where the creative is unified across all platforms and gives consumers an interactive, deep-dive into the film, with additional information about key characters, events and artefacts from the movie, actor biographies, behind-the-scenes videos and desktop wallpapers to download.
Watch a video and experience the campaign here:
Key results: Effectiveness of campaign on Microsoft*
Microsoft’s integrated cross-platform media solution delivered by driving trailer views and engagement with rich and impactful content.
Pre/post Favourability towards The Hobbit: “The Desolation of Smaug” increased 19% on MSN, 15% on Xbox and 7% on Windows 8.
PR Results: securing 46 pieces of positive coverage, including Pocket Lint, Digital Spy, The Drum, Cue Entertainment and IMDB, totalling an estimated reach of at least 37.5m
In all a brilliant campaign.
Kristina Bolger, Head of Ents & Media Partnerships
*Effectiveness research was conducted by Kantar Media amongst 200 Xbox users aged 16+, 200 Windows 8 users aged 16+, 200 MSN users aged 16+.
‘Average’ = aggregated results of 17 campaigns measured on Microsoft UK properties