USER BECAME THE STAR IN THEIR OWN BANNER CAMPAIGN by Vizeum for 20th Century Fox

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USER BECAME THE STAR IN THEIR OWN BANNER CAMPAIGN

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Germany
Agency Vizeum
Released March 2012

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: TWENTIETH CENTURY FOX OF GERMANY
Product/Service: CHRONICLE - WHAT ARE YOU CAPABLE OF
Media Agency: VIZEUM DEUTSCHLAND, Wiesbaden, GERMANY
Director Strategy/Concept: Nico Gaycken (Vizeum Deutschland)
Managing Director: Lukas Zimmer (Sekeido)
Marketing Director: Volker Lauster (Twentieth Century Fox Of Germany)
Junior Product Manager: Carmen Schallert (Twentieth Century Fox Of Germany)
Art Direction: Constanze Bulus (Xenion Isobar)
Senior Digital Consultant: Hanna Schmitt (Vizeum Deutschland)
Director Digital Consulting: Stefan Hansen (Vizeum Deutschland)
Director Communication Consulting: Stefan Schnapp (Vizeum Deutschland)
Managing Director: Andrea Biebl (Vizeum Deutschland)
Digital Consultant: Benjamin Thiel (Vizeum Deutschland)
Managing Director: Carsten Kinast (Xenion Isobar)
Media placement: Online - Web.de - 1 March 2012
Media placement: Online - Gmx.de - 1 March 2012
Media placement: Online - Moviepilot.de - 1 March 2012

Insights, Strategy & the Idea
Friends are - alongside bloggers - an important influence on movie-goers.
Therefore, we wanted friends to become real ambassadors, who would show their interest in the new 20th Century FOX movie, 'Chronicle – What Are You Capable of?' and share it with their whole network of online friends.

The challenge was that we only had a standard banner-campaign. So we had to find a way to transform a standard banner into a viral communication!

Creative Execution
We produced an application on Facebook which made it possible for the users to integrate themselves into the banner, just by uploading their picture, name and the place where they are living. After they did that, the app saved a hidden object on their computer that made it possible to identify these users in their daily surfing routine.

Now, every time the users had contact with our banner campaign, they suddenly saw a banner which showed themselves as the hero of the movie - fully animated and with a smart story, which also included their name and a picture of the city they were living in.

And of course we gave these users the option to share their banner on facebook with their friends.
So we turned friends into real ambassadors, who showed and promoted their interest for the movie by sharing their personal viral banners.

Results and Effectiveness
The viral effect worked! Users created their own banner and shared their ads with their network. Overall, we increased the amount of fans on the Facebook fanpage by more than 400% in just 2 days!