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We had a very clear brief from Fox: Avatar will be the movie of the decade – it will leave you moved. You need to create a communication campaign that will move our audience.

The case study focuses on the digital side of the campaign.  Working with four global partners (MSN, Facebook, YouTube and PlayStation) we were challenged to create new opportunities with these partners to help convey the technical brilliance of the film.

We were the first agency to negotiate the use of HD content across all key partners including MSN, Facebook and YouTube.

To encourage users to tell the “Pandora story” we invited the top 3 Super Users from YouTube to the World Premiere in order to interview the cast. Aegis Media worked through the night to then edit the content in order for it to appear online before any news site.

• First ever simultaneous homepage takeover across MSN, MSN Mobile & X‐Box.
• First ever Video billboard in PS3 targeting relevant games (Sci Fi, Action, Adventure)
• First Ever FULL Page Video Engagement ad on Facebook targeted to our specific audience

 

THE RESULTS:

We successfully executed the bespoke MSN homepage takeovers across 26 markets:

• Consumers interacted with the Home Page for 90” equivalent to three 30” spots
• 999,094 users clicked on the MPU to watch the trailer FULL page

The Xbox campaign:

The Xbox campaign achieved some of the highest content downloads and click rates ever seen:

• Incredible click rates of nearly 10%
• 317,282 downloaded permanent content (trailers, wallpapers)

The PS3 video billboards hit 388,161 users and helped to hit action and adventure users

The Facebook activity achieved:

• Nearly 850,000 Avatar Fans due to the bespoke campaign
• 346,836 users interacted (becoming a fan or accepting an event invite)
• 24,674 users accepted the invite to watch Avatar and placed it within their Facebook diary, equating to $392,613 worth of cinema tickets
• The Facebook activity generated an additional 40,076,461 impressions through “earned” media

The YouTube activity was a huge success:

• 12,418 clicked to book tickets = $197,613 worth of cinema tickets
• The Global Premiere Brand Channel created by the 5 super users became the largest brand channel ever created in just 5 days with 379,700 users!!
• The channel also achieved 8,387,700 video views over a 3 week period

Market: WW