Digital campaign
Tasks
To bring digital audience to movie theatres
Task 1
Maximize the target audience reach and build knowledge of the release in movie theatres
Task 2
Engage users in communication
Task 3
Attract website traffic and promote ticket sales
Target audience
Men and Women aged
12-40
Parents with children
Interests: cinema, pokémons, games, animals, animation films
Decision
The agency developed a comprehensive
digital advertising campaign.
We created an effective media mix for the release with a large amount of online videos and engaging mechanics such as special projects, interactive banners and competitions in social networks. We directed the traffic from all the tools to the specially created website warner-films.ru/detectivepikachu, which offered a complete guide about the movie and its cute characters with the opportunity to watch exclusive videos and buy a movie ticket.
Online video is the best driver and selling tool for theatrical releases in digital sphere. Interactive formats, engaging mechanics and special projects contribute to establishing long-lasting contact with the audience, stimulate the interest in the release and encourage the whole family to visit movie theatres; in addition, competition mechanics offer the opportunity to win cool movie-related prizes.
Warner Bros. created numerous videos starring fuzzy Pikachu and other pokémons that evoke nostalgia in adults and make children’s hearts melt.
How it was
An exclusive video for Russia:
Special project
With 2x2.tv
The main idea of the special project on 2x2 platform was a nostalgic test, in which a user was asked to guess the Pokémon by its shadow. Funny multiple choices were offered to users, and the number of correct answers determined their level of their “Pokémon IQ”, followed by the announcement of the movie premiere.
Over 800 000 unique users
Total reach of the project
More than 25 000 visitors
Visited the special project website
550 people
Took part in the competition and shared the test results
Creative contest VKontakte
«Ode to Pikachu»
To draw people’s attention to the movie release and engage them in
communication we launched a creative contest in VK for the Pokémon fans, in
which users were encouraged to write their «Ode to Pikachu» in verses and
compete to get an invitation to the special screening of the movie.
We received over 50 works in 6
days of the project.
Direct advertising
in My Talking Tom mobile game
To promote the release of “Pokémon: Detective Pikachu” we placed a
motivating
video using the direct purchase model in My Talking Tom application. We chose
this tool to reach the target audience of mobile gamers. This format allowed us to
natively establish long-term contact with the target audience with the advertising
message.
The placement results were impressive:
Over 650 000
Reach of unique users
Nearly 100 000 clicks
99 times higher than planned
15,2% and 7,6%
CTR for iOS and Android
Following the results of the advertising
campaign,
the initial target KPI was exceeded
KPI
Impressions
Reach
CTR
Clicks
Video showed
Fact
71 821 028
42 077 209
0,66%
471 767
14 902 252
Performance
+17,7%
+65,5%
+112,9%
+149,5%
+70,8%