DPAC 2010 Best Advertising on a Mobile App Finalist: Mediasmith / SEGA of America, Iron Man 2 The Video Game
publication date: Nov 29, 2010
Mediasmith
/ SEGA of America, Iron Man 2 The Video Game Creative Partner: Pod9 Interactive Digital Ad Provider: EyeWonder Brand: SEGA of America, Iron Man 2 The Video Game Executives Involved in The Campaign: Mediasmith: Eliot Kent-Uritam Stephanie Hong Pod9: Anhtuan Pham Angie McPherson EyeWonder: Adam Smith Campaign Brief: While interest in the Iron Man brand has probably never been higher, share of voice for the Iron Man 2 movie could’ve been potentially overwhelming for SEGA’s officially licensed video game (movie advertising outspent us approximately 100:1). Our challenge was capitalizing on brand excitement without being drowned out by the movie messaging. We answered with a plan that was strategically complementary, and tactically very “close” to those already excited about the Iron Man movie – we were buying passions, not demos – reaching them closest to the point of interest, on their computer, Smartphone, and Xbox 360, driving tremendous buzz and sales. Iron Man 2: The Video Game, with a May 4th release date – just 3 days prior to the May 7th theatrical release – had modest budgets, competing with big budget movie tie-in advertisers including Burger King, Dr. Pepper, Reese’s, Oracle and Audi. Challenges: 1. Original Iron Man video game (2008) was not well received by the gaming press, hard-core gamers 2. Movie, big budget advertiser SOV Solutions: 1. Avoid gaming review sites that cater to the most rabid gamers, concentrate on alternate screens 2. Build rapport with Comic enthusiasts – who are fans first, gamers second 3. Capitalize on free energy from movie while being as close to moviegoers as possible – targeting movie reviews and more importantly, ticket purchasers Plan Execution: A comprehensive, cross-platform media plan to drive engagement and purchase intent. Highlights: XBOX Live *Branded Development Environment driving game demo downloads *500K demo downloads, #1 in XBOX Live during our flight Flixster for iPhone *Splash ads targeted to Iron Man 2, 200K+ trailers driven *First non-studio advertiser to utilize video ads Fandango.com *First to use Behavioral targeting against ticket purchasers *Print-at-Home Ticket sponsorship *IM2 Release week newsletter sponsor Rotten Tomatoes.com *Box Office Buzz exclusive sponsorship – Homepage ”Opening Movies” module, ownership of Iron Man 2 movie information/photo gallery pages SuperHeroHype.com, ComicBookMovie.com exclusive sponsorships *EyeWonder Rich Media *Skinned Homepage Roadblocks with Floater *7.4MM video views “EyeWonder was a great partner in terms of making everything run smoothly and look great. They created great ad units with high levels of interaction.” -Eliot Kent-Uritam, Associate Media Director (Mediasmith) Results and ROI: Despite the almost overwhelming noise for the movie, and concerns about the previous game’s quality, together with SEGA we drove significant consumer interest. Gamespot (a leading game information site) and their Trax tool http://trax.gamespot.com/ is the most commonly-used standard to gauge buzz relied on by retailers like Walmart and Best Buy to inform their purchasing. To gauge success we compared Iron Man 2 to other movie tie-ins of the same period: Clash of the Titans, Prince of Persia, and Transformers (which admittedly did not have a current movie in this period). Our campaign began in late April, with most media live right at launch. According to GameSpot Trax, we grabbed share of mind during the critical launch period, despite our modest budgets. Most impressively, we didn’t spend a penny on this title with Gamespot – most video game insiders know that when you spend with sites like Gamespot or IGN, their metrics tools will show bumps – partly by design, and partly because you’re concentrating your spend against the survey set. We introduced no special bias to Gamespot’s panel for campaign measurement. Similarly, we saw an increase in buzz looking at a broader measure, Google’s Insights for Search. A freely available tool that can be tricky to use because of the vagaries of how people enter search queries, it’s often used in our analysis to re-confirm what we see in other data sources. Google’s Insights for Search reported that interest in the game peaked at the right time, and held a dominant position even past Prince of Persia’s 5/18 release! The ongoing business success of our partners is our #1 success metric, and by employing tactics that recognize the unique properties of SEGA’s releases, we are proud to be a part of their ongoing success. Link to Your Creative Materials:Working Links: 1. Digital highlights: http://dl.dropbox.com/u/1308083/Screenshot%20Compilation%20DPAC.pdf Flixster User experience flow: Banner ads targeted to pages with Iron Man 2 content (ie Movie Details & Photos) After an Iron Man 2 video ad, user would get the Iron Man 2 Sega Splash page, which would then click through to the game trailer Mobile demo: http://flixster.billcenglish.com/im2gamead/im2game-adflow-v2.html |
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