The document describes several mobile and social media campaigns promoting movies and games. It provides details on campaigns for Dr. Seuss' The Lorax across Zynga games, a Despicable Me promotion on Facebook, and public partnerships promoting movies like Public Enemies, 300, and Harry Potter. The campaigns had significant reach, engagement, and positive promotional results including hundreds of millions of impressions and increased sales.

1. Mobile Campaign & Sweeps for Dr. Seuss’ The Lorax
Ad campaign & promotion across popular social mobile games
reaches 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
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2. Minion Madness for Despicable Me Blu-ray & DVD
Huge promotion delivered 6.1MM impressions from shares, was
visited 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 Stores
Overview
 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 Points
Results
 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. Public Enemies Week on Zynga’s Mafia Wars
Ground-breaking promotion over-delivered on impression goal by
13 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 coverage
Results
 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.)
Awards
Link: http://appssavvy.com/publicenemies/ 3

4. Jointhe300.com
Nearly 100k fans viewed, shared and/or created 300 content and
reignited 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 2007
Link: http://300.tealab.com/
 Username: thorgrim; Password: password (View in Internet Explorer)
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5. Freedom! Forever! Giveaway
Tens of thousands of V for Vendetta fans joined the revolution
and 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
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6. Corpse Bride Poetry Contest
Thousands of fans viewed, voted and submitted Corpse Bride
poems 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
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7. Harry Potter and the Order of the Phoenix
Hundreds of thousands of fans installed a custom Facebook
application, 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/
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8. Harry Potter and Goblet of Fire Giveaway
Fans used approved HP images on blogs and MySpace to rack
millions 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
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