Sony Pictures Promo, Case study 2012 MEDIA TAKEOVER by UM

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Industry Culture, Leisure & Sport, Records & Cinema Production
Media Promo & PR, Case study
Market United States
Agency UM
Released September 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Product/Service: 2012 FILM
Agency: UM
Date of First Appearance: Sep 25 2009 12:00AM
Entrant Company: UM, New York, USA
President Worldwide Marketing: Marc Weinstock (Sony Pictures Entertainment)
President Worldwide Digital Marketing: Dwight Caines (Sony Pictures Entertainment)
Executive Vice President Consumer Marketing: George Leon (Sony Pictures Entertainment)
Executive Vice President Media: Stefanie Napoli (Sony Pictures Entertainment)
Senior Vice President Digital Communications: David Goodrich
Vice President/Group Director: Tim Hill
Executive Vice President/Worldwide Managing Partner: Karen Hunt
Vice President/Network Clearance/Traffic: Consuelo Rovirosa
Senior Vice President Local Marketing: Jodi Schwartzmann
Executive Vice President/Director of National TV: Catherine Warburton Scott
Media placement: National Television - Billboards And 2:00 Clip - 1 October 2009
Media placement: Newspaper - Alternative Weeklies, National And Local Daily Newspapers - 25 September 2009
Media placement: Hispanic Television - Billboards And 2:00 Clip - 1 October 2009
Media placement: Local Television - Billboards And 2:00 Clip. 70 Markets, 214 Stations - 25 September 2009
Media placement: Local Radio - Tune-Ins, Email Blasts - 25 September 2009
Media placement: Digital Media - Yahoo, Fancast, Search - 1 October 2009
Media placement: Outdoor Advertising - Digital OOH: Billboards, Mall Units, LCD Panels, Times Square HD Unit - 25 September 2009
Media placement: Cable Television - Date Indicates Start Of Tune-In Billboards. Sample Networks: BET, Cartoon - Adul - 25 September 2009
Media placement: Cable Television - Comedy, Discovery, E!, ESPN, FX, G4, History, MTV,Nick At Nite,Syfy, Spike - 25 September 2009
Media placement: Cable Television - TBS, TNT, TruTV, USA, VH1, Weather Channel - 25 September 2009

Results and Effectiveness
Delivery: -115 million TV impressions – more than the Super Bowl -90% reach against viewers watching ad-supported television -Only 6 units ran incorrectly, 2 due to live sports -Yahoo! half-day Homepage – 98 million impressions Brand and Online Metrics: -Awareness jumped 43% following the roadblock (NRG) -26% of opening weekend audiences cited the roadblock as an awareness source -Twitter conversations increased tenfold, peaking at 4,000+/hour 2/10 -Official site visits increased 280% in one day Box Office: -North American box office of US$166 million, $65 million opening weekend. -# 8 November opening of all time

Creative Execution
A three-month extravaganza of meetings, phone calls, emails and negotiations ensued, culminating in the largest broadcast, cable, and online preview in the history of movie marketing. First, the moment was set for Thursday, October 1, 2009, 10:55PM EST/PST. A 2-minute clip would run on-air, driving to and Comcast-on-Demand for a 5-minute extended clip, all within a 10-minute window on six English and Spanish language networks, 214 local stations, and 90 cable networks. The agency conquered all time zone challenges and negotiated with partners to reformat their programs where necessary. Next, “tune-in” and follow-up support was arranged. In addition to publicity efforts and Sony partner Comcast’s support, all media partners were engaged to promote the event with US$500,000 in media value across television, radio, newspaper, outdoor and search – 90% of it as value add. Starting at midnight, a Yahoo! half-day homepage became the finale to the event.

Insights, Strategy & the Idea
It’s hard to distinguish one action-packed blockbuster from another, so when planning an innovative release, strategy goes beyond a simple preview. 2012 was a blockbuster of mega-proportions, but even a movie chock full of special affects had a lofty goal: achieve a North American box office goal above US$100 million. Building awareness and hype was essential for this movie to meet the revenue goal. However, that objective was not enough. The Sony President of Marketing took this hefty task and turned it into marketing mayhem by challenging the team with another hurdle: Broadcast an exclusive 2-minute clip of the movie on every screen in America - at the same time! We collaborated with every powerful media partnership nationally and pushed our buyers and traffic teams to negotiate like never before. We learned that anything was possible—even the largest broadcast, cable, and online preview in the history of movie making.