AVATAR SPORTS ECLIPSE by ZenithOptimedia New York for 20th Century Fox

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AVATAR SPORTS ECLIPSE

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market United States
Agency ZenithOptimedia New York
Released October 2009

Credits & Description

Category: Best Use of Television
Advertiser: 20TH CENTURY FOX FILMS
Product/Service: FILM
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: ZENITH MEDIA, Los Angeles, USA
Entry URL: http://www.avatarmovie.com
Senior Vice President, Strategy & Communications Director: Sean Reardon (Zenith Media)
Senior Vice President, Executive Group Director, National Broadcast: Ami Leben (Zenith Media)
Executive Vice President, Director Zenith West: Tina Pukonen (Zenith Media)
Executive Vice President, Media & Market Planning: Julie Rieger (20th Century Fox)
Vice President, Media: Kimberly Flaster (20th Century Fox)
Senior Vice President, Media Promotions: Michelle Marks (20th Century Fox)
Vice President, Account Director, National Broadcast: David Botkin (Zenith Media)
Associate Buying Director, National Broadcast: Kimberly Schreibman (Zenith Media)
Media Manager: Vilija Sekas (20th Century Fox)
Broadcast Buyer: Brandon Levine (Zenith Media)
Media placement: TV - Promos For Trailer Premiere - FOX Network - 31/10/09
Media placement: TV - Countdown To Trailer Premiere - NFL Pregame Show - 1/11/09
Media placement: TV - Intro To Trailer On Dallas Cowboys Stadium Screen - NFL Pregame Show - 1/11/09
Media placement: TV - 3 Minute Trailer - NFL Pregame Show - 1/11/09
Media placement: TV - 90 Second Versions Of Trailer - 2 Spots - NFL National And Regional Football Games - 1/11/09
Media placement: TV - Custom Footage Integration - NFL Postgame Show - 1/11/09
Media placement: TV - Custom Footage Integration - World Series Baseball Championship Game 4 - 1/11/09

Results and Effectiveness
Avatar is the biggest movie in history, earning over $742 Million in the US to date. Immediately after the Sports Eclipse nearly half of all Americans were aware of Avatar the movie, a double digit increase across all audience segments. Tremendous awareness from the Sports Eclipse helped Avatar achieve a big opening weekend, one of only two movies ever released in December to open above $75 Million. Brand familiarity doubled overall and nearly tripled among men; 42% said they first heard of the movie from TV. Sports Eclipse reached 80 Million people in one day.

Creative Execution
On 1/11/09, we created a massive ownership presence throughout the day of Sports on the FOX network with long-length trailers and special integrated footage airing throughout the day: 1) Day before: Promos began airing to create anticipation. 2) NFL Pregame show Countdown @ 12:00: Countdown to the world premiere of Avatar trailer started. 3) Avatar Trailer World Premiere @ 12:54: Commentators shifted audience attention to the biggest screen in the world in Dallas Cowboy Stadium to watch the live trailer premiere. 4) In Game Trailers @14:03 and 18:12: 90-second versions of the trailer ran in NFL games. 5) NFL Postgame show Custom Integration @ 19:27: Footage featuring commentator Terry Bradshaw transported audiences to the world of Pandora in the NFL Post-game show. 6) World Series Baseball Custom Integration @ 20:00: Game opened with footage paralleling the conflict of Avatar with that of the Philadelphia Phillies versus the New York Yankees.

Insights, Strategy & the Idea
Objective: Make Avatar the biggest movie of all time. Challenge: Introduce Avatar in a big, bold, spectacular way. Seven weeks before opening, Avatar had: 1) Low awareness/familiarity: 'Avatar' was associated more closely with an unrelated children’s TV cartoon than with the movie. 2) Low interest from lack of connection to story/characters. Although the target was “everyone”, it was critical to get Men interested early as they would drive opening weekend. Insight: The first Sunday of November is the biggest Television viewing day in America outside the Superbowl, with major Football and Baseball events providing a huge national stage to introduce Avatar. Strategy: Break from typical movie 'launch mode' of 30-second creative across many TV networks. Instead, implement a concentrated TV effort on ONE day on ONE network using custom trailer footage integrated into Sports programming. Idea: Create the “Sports Eclipse” across the biggest day of TV Sports (except Superbowl).