JACKASS 3D STUNT by MEC Toronto for Paramount

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR, Case study
Market Canada
Agency MEC Toronto
Released September 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Date of First Appearance: Sep 10 2010
Entrant Company: MEC , Toronto, CANADA
Group Director: Carrie Hurd (MEC)
Supervisor, Paramount: Larry Medeiros (MEC)
Media placement: Wild Postings - Subway Entrances, Strip Clubs, Etc. - Sept 10
Media placement: Helicopter Night Banner - All Venues - Sept 10
Media placement: Walking Billboards - All Venues - Sept 10
Media placement: Real Sports Bar - In Restaurant, Bremner Square - Sept 10
Media placement: Titan Video Board (Dundas) - Dundas Square - Sept 10
Media placement: MLSE Video Board (Bremner) - Bremner Square - Sept 10
Media placement: Night Projections - All Venues - Sept 10

Insights, Strategy & the Idea
The pre-awareness stunt challenge was to generate excitement among existing and potential fans of the Jackass movie franchise in order to maximize turnout for the third instalment.

The objective was to make Jackass 3D the highest-grossing film for the franchise in Canada, measured as a percentage of North American box office.

The insight was that fans of Jackass' extreme stunt-and-prank humour would respond well to guerrilla tactics.

Slash, WWE, the Toronto Jays and KISS all had scheduled events in Downtown Toronto— in close proximity to Yonge & Dundas Square (Toronto’s Time Square) and the Club District—on September 10, a date that also coincided with the end of frosh week at local colleges. The agency decided to take advantage of the massive crowd potential by sending street teams into the area on that night.

Creative Execution
Guerrilla opportunities were identified as:
• Wild postings
• Helicopter night banner
• Walking billboards handing out Jackass-branded shot glasses
• Back-to-back trailers on all video screens in Toronto’s largest sports bar (located outside of WWE venue); Wait staff handing out shot glasses
• Bremner Square video board (above Toronto’s largest sports bar)
• Dundas Square video board
• Night projections rotated between prominent venues

Throughout the identified areas, Jackass 3D branding was plastered on walls, ran in the streets, and glowed in the sky. The high-energy street team posed for pictures and interacted with the crowd. The trailer was projected onto buildings and digital video boards in the Bremner and Dundas Squares. Jackass wild postings were strategically placed near subway exits, clubs, college campuses and strip clubs. Attendees from the ACC pouring into Bremner Square were confronted with mobile billboards and the trailer showing on a massive digital screen.

Results and Effectiveness
The campaign generated high levels of excitement, which paid off at the box office. Jackass 3D opened number one in Canada, grossing $3,852,715 – 7.74% of North American box office and 7.04% of screens – index of 110. All stunts cost less than $50,000 total. When he saw a presentation of the campaign at a marketing meeting, star Johnny Knoxville said he was extremely impressed, which significantly raised the profile of MEC Canada with Paramount U.S. – a reward far exceeding $50,000!

“The street team (in Real Sports) engaged the audience with humour… the patrons would stop, stare and laugh.” Kirk Cornelius, MLSE