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COUNTRY: UK Sector: ENTERTAINMENTWhen it comes to film marketing,Fox refuses to stand stillDigital media turned in a star-making performance for the launch of 20th CenturyFox’s The Day The Earth Stood Still, as a groundbreaking study showcased itshuge potential for film marketing.Key factsClient:20th Century Foxmedia agency:Potential Cinema-goerskey channels:MSN and Windows Livechannels, Xbox Live,IngameThe Briefl Raise awareness of the film launchl Increase positive perceptions for the filml Drive interest amongst potential cinema-goersl Assess the cost-effectiveness and potential ofdigital media using the Touchpoints Return onInvestment (TROI) model.The CampaignFor the launch of the film, Fox enlisted a broadrange of digital media channels from onlinevideo trailers to content downloads via XboxLive and in-game advertising through Massive.In a groundbreaking, sector-wide study the roleand effectiveness of online was compared toother elements in the marketing of this and otherfilms. MESH Planning deployed its Touchpoints
Click here to see the creativeReturn on Investment (TROI) model, whichrecords participants’ reactions in real time via textmessages, to assess the role of different channels.Key ResultsThe internet proved the perfect setting forfilm marketing, delivering highly cost-effectivetouchpoints, expansive reach and some of themost positive consumer experiences:The perfect setting for trailers74 per cent of respondents were ‘positive’ aboutthe film trailers they saw online – higher thanthe percentage for trailers in cinema or on TV.Blockbuster reachWeekly reach of 32 per cent left the webbehind only TV and billboards when it came todelivering touchpoints for film marketing.Cut-price superstarWeb advertising for The Day The Earth Stood Stillwas 49 per cent more cost-effective than TV.Feelgood factorOf film marcoms experienced via the internet(via computer), 55 per cent were rated positive:on a par with newspapers and more positivethan magazine ads and outdoor posters, theusual mainstay of film advertising.Playing to winAdvertising on Xbox Live and in-game withMassive proved a highly effective channelfor The Day The Earth Stood Still. Of thoseexperiencing the in-game campaign:● 64 per cent said it made them curious● 60 per cent said it grabbed attention● 45 per cent rated it ‘Fun’.
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