Kristina Bolger
Posted on 4/10/2014

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.


The Objective

Drive both awareness of and interest to watch the latest instalment of the trilogy to new & existing fans.


The solution  

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

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