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Case Study : “Snackable content” – Paramount transforms mobile strategy with innovative rich media and video for Transformers: Age of Extinction – Millennial Media

by on April 12, 2015 in Latest News, Lead Article, Mobile, Mobile Marketing, Rock 'n Roll, Tech, Videos

Paramount transforms mobile strategy with innovative rich media and video for Transformers: Age of Extinction

The Paramount case study outline that Paramount Pictures International has made mobile a central part of its strategy for raising awareness of motion picture releases in key markets. For Transformers: Age of Extinction, Paramount wanted to reach mobile audiences with a compelling new creative approach to drive views of trailers.

The movie’s trailer was central to everything, using a custom Video Wrapper ad format to frame the trailer with additional rich media for maximum impact. The full page, skippable video utilised the accelerometer to animate the film’s Dinobot breathing fire as a device was titled in either direction.

The campaign generated more than 2.6 million total completed views across all markets, with particularly high completion rates in Brazil (41%), France (32%) and Russia (30%). Of those completed views, three percent watched the video in full a second time, with a high overall engagement rate of five percent through to additional video content and social channels.

 

GOAL

As smartphone and tablet penetration continues to rise with more affordable devices and increased connectivity, Paramount Pictures International has made mobile a central part of its strategy for raising awareness of motion picture releases in key markets. For Transformers: Age of Extinction, Paramount wanted to reach mobile audiences with a compelling new creative approach to drive views of trailers.

SUMMARY

International Activation: In a collaborative effort by MEC Global Solutions and Millennial Media, the campaign set out to deliver cost effective views in premium placements that would drive awareness across six markets: France, the UK, Germany, Russia, Brazil and South Korea.

Pinpointed Targeting: Leveraging Millennial Media’s extensive reach capabilities, the campaign selected Android and iOS apps that indexed highly amongst 16-49 year old males. Running on both smartphones and tablets, the campaign ran on a Cost Per Completed View (CPCV) buying model.

Breakthrough Creative: The movie’s trailer was central to everything, using a custom Video Wrapper ad format to frame the trailer with additional rich media for maximum impact. The full page, skippable video utilised the accelerometer to animate the film’s Dinobot breathing fire as a device was titled in either direction.

RESULTS

The campaign generated more than 2.6 million total completed views across all markets, with particularly high completion rates in Brazil (41%), France (32%) and Russia (30%).

Of those completed views, three percent watched the video in full a second time, with a high overall engagement rate of five percent through to additional video content and social channels.

“The power of movie trailers is to tell stories in just a few minutes that will entice viewers to a general release. Mobile complements this goal, providing a captive audience looking for engaging and snackable content.

With their ability to drive cost effective videos views and innovative creative, Millennial Media demonstrated they were the right partners for MEC and Paramount to drive awareness for Transformers in key global markets.”

~ Inderjit Toor, Pan-Regional Director at MEC International

Visit  www.millennialmedia.com/advertise/campaign-successes for more

 

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