Mobile Campaign & Sweeps for Dr. Seuss’ The LoraxAd campaign & promotion across popular social mobile gamesreaches and eng...
Minion Madness for Despicable Me Blu-ray & DVDHuge promotion delivered 6.1MM impressions from shares, wasvisited by nearly...
Public Enemies Week on Zynga’s Mafia WarsGround-breaking promotion over-delivered on impression goal by13 times and create...
Jointhe300.comNearly 100k fans viewed, shared and/or created 300 content andreignited the online buzz surrounding the film...
Freedom! Forever! GiveawayTens of thousands of V for Vendetta fans joined the revolutionand searched for V.Overview      ...
Corpse Bride Poetry ContestThousands of fans viewed, voted and submitted Corpse Bridepoems to win a priceless prize - actu...
Harry Potter and the Order of the PhoenixHundreds of thousands of fans installed a custom Facebookapplication, learned abo...
Harry Potter and Goblet of Fire GiveawayFans used approved HP images on blogs and MySpace to rackmillions of entries.Overv...
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Eibert Promo Case Studies JAN 2013

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Eibert Promo Case Studies JAN 2013

  1. 1. Mobile Campaign & Sweeps for Dr. Seuss’ The LoraxAd campaign & promotion across popular social mobile gamesreaches and engages millions with beloved children’s property.Overview Zynga’s Draw Something and Words with Friends were two of the top social mobile games with over 13MM daily active players. Universal launched a one-week campaign across the two popular games - the first-ever in-game integration across multiple Zynga properties. Players received power-ups and in-game items and could instant instantly win AMEX cards, books, Blu-rays, Lorax Converse shoes and more. Lastly, $30,000 worth of Dr. Seuss books and movies were be donated to local libraries or schools based on consumers’ choice.Highlights Zynga & UNI Partnership delivered nearly $500k in Barter Media Support Highly Integrated: Promotions, Publicity, Media (TV & Online) & Product Integrated Game Play: “Lorax” color pallet and term in Draw Something; Featured “Words of the Day” in Words with Friends Heavy Support on Lorax, Draw Something and Words Facebook Pages (estimated 32MM impressions)Results Massive Reach: Several Hundred Million Impressions During Release Week Game Play Provided High Engagement: Millions interacted with The Lorax Unreal Mobile Ad Results: CTR 10X to 20X norms; Significant increases in brand metrics and purchase intent after ad exposure. Spike in Zynga stock price from announcement covered by financial press 1
  2. 2. Minion Madness for Despicable Me Blu-ray & DVDHuge promotion delivered 6.1MM impressions from shares, wasvisited by nearly 700k consumers & created $1.3MM media value.Objectives  Continually Engage Fans and Create Advocates  Drive Pre-Sales & Purchase  Bridge Fans from Theaters to StoresOverview  4 Month, Multi-Layered Reward Program: Award Sweeps Entries for Completing Activities and Sharing  Over 50 activities included submitting user-generated content, playing games, sending photos from mobile phone, redeeming unique codes in product and more.  Supported by Despicable Me & Minions Facebook Pages (~6MM Likes)Highlights  Largest USHE Digital Marketing Promotion  Highly Integrated – Promotions, Publicity, Media (TV & Online) & Product  Unified and Aggregated Multiple Despicable Me Consumer Touch PointsResults  Over 6,000 pieces of UGC content created and shared  Increased Facebook Likes by 2MM  Estimated $1.3 million additional media created  Significantly out-performed sales goals and comparable titles  Link to Limited Portfolio Site 2
  3. 3. Public Enemies Week on Zynga’s Mafia WarsGround-breaking promotion over-delivered on impression goal by13 times and created an estimated $2.1 million in additional media.Overview  Mafia Wars is one of the top social games on Facebook with over 30 million active monthly users.  For one week in December 2009, Mafia War players went on Public Enemies themed jobs and could collect limited-time only loot. Acquiring this loot improved their virtual status and gameplay.  Movie images, movie synopsis, movie clips and John Dillinger factoids added to the gaming experience.  Fans could share info with their friends by posting achievements on their Facebook News Feed.Highlights  Zynga promoted the event via their Facebook advertising and several announcements via Facebook fan page (2.1 million fans)  Significant amount of gamer blog and twitterverse coverageResults  1.6 billion impressions (13 times over goal)  45 million movie-themed jobs completed by 19 million players  Estimated 1 billion earned impressions via Facebook News Feed  Estimated $2.1 million additional media created  Public Enemies was third most efficient selling title in December 09 (ratio of sales volume to box office rev.)AwardsLink: http://appssavvy.com/publicenemies/ 3
  4. 4. Jointhe300.comNearly 100k fans viewed, shared and/or created 300 content andreignited the online buzz surrounding the film.Overview  In summer 2007, fans raced to www.jointhe300.com to complete various 300-related tasks such as submitting original videos, creating DVD fan sites, completing an online scavenger hunt, answering trivia and etc.  Two winners were randomly selected to attend Comic-Con and compete against each other for the final grand prize - a set visit on Zack Synder’s next film, “Watchmen.”Highlights  Zack Synder filmed a JoinThe300.com “shout out” streamed just for fans who landed on the site.  Weekly winners were awarded DVDs and original artwork exclusively created for this contest and signed by the director.Results  Massive online PR coverage due on popular gamer lifestyle sites, such as IGN.com, UGO.com, SuperHeroFlix.com, and more.  Thousands of fans viewed 300 content, registered, created profiles and/or opted-in to receive future marketing efforts.  Thousands pieces of original content were created and shared.  DVD site won first place at 37th Annual Hollywood Reporter Movie Marketing Key Art Awards.  One of the Best Selling DVDs of 2007Link: http://300.tealab.com/  Username: thorgrim; Password: password (View in Internet Explorer) 4
  5. 5. Freedom! Forever! GiveawayTens of thousands of V for Vendetta fans joined the revolutionand searched for V.Overview  Enter code words and you might be instantly rewarded with framed posters, custom iPods and a home entertainment system. Also, each valid code word will reveal more of V’s story.  An actual V costume from the film was rewarded after 50k fans register.Highlights  In Q3 06, codes were delivered via online and TV ads, radio promotions, MySpace pages, V for Vendetta Web site and media partners.  Two online media partners, iFilm and IGN, were provided exclusive passwords in exchange for millions of editorial home page impressions.Results  Consumers were engaged with the promotion and relived (or discovered) the film. Substantially bested “time spent” goals.  Consumers actively posted on the MySpace page and provided hints and codes to others.  Double average opt-in rate  Substantial lowered development costs 5
  6. 6. Corpse Bride Poetry ContestThousands of fans viewed, voted and submitted Corpse Bridepoems to win a priceless prize - actual puppets from the film.Overview  In February 2006, fans submitted and promoted poetry entries through the site, their blogs, MySpace pages and ecards.  Winners received puppets from the film, signed poster sand/or Ipods.Highlights  Fans actively promoted their poems to their social network – nearly 100 votes for every approved poem.  Once-in-a-lifetime prize (movie pro) was very valued by fans.  Fans actively downloaded and watched clips via podcast and MySpace page to get inspiration for their poetry entries.Results  Over half a million votes from thousands of poems  Online ads with promo call-to-action had double normal response rate.  DVD sales performed better than predicted 6
  7. 7. Harry Potter and the Order of the PhoenixHundreds of thousands of fans installed a custom Facebookapplication, learned about the DVD and cast spells on others!Overview  In December 2007, Harry Potter – Compete for the House Cup Facebook application was re-launched two months before the DVD release.Highlights  Fans installed the application and after answering a few questions are sorted into a House.  Application includes film clips, movie trivia, spell game, new House competition and sweepstakes to win a trip to the movie set  Viral Marketing: Fans could cast spells, send owls or howlers or send trivia to friends.Results  Hundreds of thousands of application installs increased product awareness and renewed interested in the film.  Application is still live and will be used for future films.  DVD was one of the top-selling of 2007.Link: http://apps.new.facebook.com/harrypotterfilms/ 7
  8. 8. Harry Potter and Goblet of Fire GiveawayFans used approved HP images on blogs and MySpace to rackmillions of entries.Overview  In Q1 2006, fans could win a week-long England trip to meet the Harry Potter cast or instantly win 250 other prizes. Go to www.harrypotter.com or text “goblet” on a mobile phone to enter. Also, fans can vote for a friend for more chances to win.Highlights  Fans used clips and approved images to virally promoted the giveaway (and DVD) on message boards, blogs and etc.  See image at the bottom for an example.  Once-in-a-lifetime grand prize drove high consumer response.Results  Online ad click rates 2x better than company average  Top 10 Most Popular Podcast on iTunes  Custom MySpace page had over 100k friends 8

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