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Case Study Microsoft Advertising partners with Universal ... Flipbook PDF
Connecting with Entertainment Fans through Wonderwall Microsoft Advertising shined a spotlight on Public Enemies through
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Case Study
Microsoft Advertising partners with Universal Studios to create explosive digital campaign for Public Enemies On July 1st, Johnny Depp took to the large screen as most-wanted bank robber John Dillinger in Universal Studio’s Public Enemies. The action-packed, historical film features the adversarial relationship between Dillinger and FBI agent Melvin Purvis, played by Christian Bale. Despite Public Enemies’ star-studded cast, Universal Studios recognized that reaching action and thriller fans amidst a competitive summer blockbuster season would be no easy feat. Universal Studios partnered with Microsoft Advertising to create an online campaign that effectively broke through the clutter to connect with the right audience for Public Enemies.
Universal Studio’s Challenge: Rise above the summer blockbuster noise In developing a plan to promote Public Enemies, Universal Studios had to address the following key challenges: 1. Reaching the target audience of male action/thriller film fans aged 18-49. 2. Introducing a historical story, traditionally a tough sell to young audiences, to a new generation. 3. Competing against big blockbuster sequels such as Transformers: Revenge of the Fallen and Ice Age: Dawn of the Dinosaurs, which featured popular special effects and stunning visuals. Universal Studios sought unique, integrated advertising opportunities and engaging editorial environments that would help them overcome these challenges and showcase the all-star cast of Public Enemies alongside the impressive historical accuracy of the filmmaking.
Campaign Results Snapshot For engaged users, Universal Studios saw an: • 81% increase in online ad awareness •2 9% increase in intent to see Public Enemies; 26% among non-movie goers • 29% increase in Public Enemies interest
Microsoft Advertising’s solution: a custom, comprehensive campaign to peak moviegoers’ awareness and drive engagement To help Universal Studios achieve its objectives, Microsoft Advertising launched a campaign across proven digital properties and developed a custom experience through which moviegoers could explore the film. Engaging Moviegoers through a Custom Site Experience on MSN Microsoft Advertising drew the target audience into the story by creating a custom, interactive MSN site based on the Public Enemies theme. Designed to transport visitors back in time and immerse them in the life of the famed 1930s thug, the site featured black and white photos and actual newspaper clippings chronicling John Dillinger’s criminal exploits. The site displayed images of the actors alongside original photographs of the real-life gangsters. A movie synopsis, cast and crew information, trailers and clips, as well as critic and site visitor reviews, and local show times rounded out the custom-branded presentation.
The Public Enemies custom site on MSN provided an interactive experience through which visitors could explore the movie.
Harnessing the Reach of Microsoft Advertising’s Premium Properties Microsoft Advertising launched a wide-reaching campaign across a selection of premium properties, including the MSN homepage, MSN Movies, MSN Entertainment, Wonderwall, MSNBC, Windows Live Messenger, Windows Live Hotmail and Bing to aggregate reach and connect with the target audience. MSN reaches almost 57 million consumers in the target audience, or over 47% of all 18-49 US internet users. Those consumers purchase 26% more, on average, than visitors to other internet sites. (comScore, August 2009)
On the MSN Movies Homepage, Microsoft ran a Rich Media Pushdown ad that expanded and moved page elements downward to grab visitor attention. Moviegoers whose interests were piqued could conveniently choose a nearby theater to watch the movie through the “Movies Showtimes & Tickets” module on that page. 18-49 year old visitors to MSN Movies are 80% more likely to have attended an action movie in the last 30 days than the average internet user and 50% more likely to have rented one. Those consumers are also over 160% more likely to have purchased movie tickets online in the last 30 days. (@Plan, Fall 2009) In addition to campaign efforts on MSN Movies, Microsoft Advertising ran a roadblock on MSN Entertainment, allowing Public Enemies to own all of the ads that visitors to the site experienced.
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1 Engaged visitors are defined here as those that performed one of the following movie actions online: bought a movie ticket, looked up a showtime, read a movie review, or watched a trailer.
Connecting with Entertainment Fans through Wonderwall Microsoft Advertising shined a spotlight on Public Enemies through Wonderwall, an innovative entertainment and celebrity content destination. Wonderwall offers visitors an engaging and visually dynamic perspective on the day’s hottest pop culture stories, personalities and trends. By delivering Public Enemies advertising through almost all of the site’s opportunities, Microsoft Advertising was able to showcase the film to a relevant audience of moviegoers and entertainment enthusiasts. To drive even greater interest in the film, Microsoft Advertising featured custom photo galleries related to the film’s celebrities, such as “Christian Bale Retrospective,” “Johnny Depp through the Years” and the “Public Enemies Premier.” Reaching Beyond Movie Fanatics To reach beyond die-hard movie buffs and attract the attention of other people who might be interested in the film’s story, Microsoft Advertising ran Public Enemies custom skins throughout the MSNBC Entertainment and U.S. News channels, including full sponsorship of “Crime & Courts,” which featured the latest headlines from crime scenes and courthouses across the country. Microsoft Advertising rounded out the multifaceted campaign by delivering editorial promotions through news headlines on the MSN Homepage and MSN Movies, providing more than 100 million exposures to Public Enemies content.
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Microsoft Advertising shined a spotlight on Public Enemies through MSN Movies and Wonderwall.
Compelling results: Public Enemies makes box office friends
Visitors spent more than 3 ½ minutes, on average, exploring the MSN custom site.
Microsoft Advertising successfully built an interactive experience and a world-class campaign that drove awareness for Universal’s Public Enemies release. Visitors spent more than 3 ½ minutes on average on the MSN custom site, viewed the Wonderwall Public Enemies custom galleries 2.4 million times and watched the movie trailer 2.6 million times. The campaign connected with the key moviegoer audience and even had positive results with non-moviegoers. Select results include: • Microsoft Advertising reached a highly relevant audience: 50% of respondents attended at least one movie a month and 80% watched at least one DVD a month; nearly 63% looked up movie show times online; 42% looked up movie reviews online; and 37% watched movie trailers online. • The campaign drove key persuasion metrics. Among the engaged audience, online ad awareness for Public Enemies increased 81%; intent to see the movie increased 29%; and interest in the film increased 29%. Online ad awareness measures the extent to which respondents recall seeing an ad online. • The campaign even positively influenced non-moviegoers. Among non-movie goers, movie interest increased 28% and intent to see the movie increased 26%, demonstrating the power of the creative to persuade audiences to not only see Public Enemies but to visit theaters in general.
About Microsoft Advertising Microsoft Advertising provides advertisers and publishers with media, tools and services to drive deep and profitable engagement with their audiences. This includes a global media network of all of Microsoft’s digital advertising businesses: MSN, Windows Live, Office Live, Xbox LIVE, Bing and more; Microsoft Advertiser and Publisher Suites, which simplify planning and management of campaigns and content; and a range of services that help advertisers and publishers untangle the complexities of digital media and get more out of their marketing and content investments. Microsoft Advertising makes buying and selling media simple, smart and cost-effective across media and devices in the Microsoft network of properties and beyond.
Visit http://advertising.microsoft.com for more information.
This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
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© 2009 Microsoft Corporation. All rights reserved. Microsoft, Bing, MSN, MSNBC, Office, Windows Live, Wonderwall, and Xbox Live are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.