Maple Pictures Promo, Case study KICK-ASS by Initiative

KICK-ASS

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Industry Records & Cinema Production
Media Promo & PR, Case study
Market Canada
Agency Initiative
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: MAPLE PICTURES
Product/Service: KICK-ASS MOVIE
Date of First Appearance: Apr 1 2010
Entrant Company: INITIATIVE, Toronto, CANADA
Vice President, Marketing: Joanna Miles (Maple Pictures Corporated)
Group Broadcast Manager: Shannon Pluem (Initiative)
Media placement: OOH - Multiple Subway Platforms - March 22, 2010
Media placement: OOH - Monster Posters - Various - March 29, 2010
Media placement: TV - MTV - March 29, 2010
Media placement: Online - MTV.ca - March 29, 2010
Media placement: Online - Video Game - Various - March 29, 2010
Media placement: TV - Various - April 5, 2010
Media placement: Online - Facebook - April 16, 2010
Media placement: Online - You Tube - April 16, 2010

Insights, Strategy & the Idea

Based on a cult comic book, Kick-Ass had a built-in niche audience. We needed to make the movie appeal to a broader audience without alienating the comic book fan. Without strong star power, generating buzz and strong word of mouth was very important in order to drive ticket sales for the opening weekend.
Insight and Strategic Approach:
We needed to bring the superheroes to life to draw a larger audience. Everyone has a superhero or superpower they dream of having. Social media let fans talk about their favourites generating buzz around the characters and film. Comic book themed opportunities added authenticity. We would bring life to the superheroes through big scale “larger than life” executions.

Creative Execution
• News bulletins broke into prime time programs detailing superhero sightings, a first for Teletoon
• Vertical thirds for characters ran in-program
• Comic-Con tie-in with MTV to be digital correspondent. Winner’s video, photos & blog on the MTV website.
• Subway station domination
• Gigantic wildpostings created a street presence
• Custom site take-overs, skins, pre-roll & fade-outs showcased the characters and trailer
• Facebook video commenting/polling sparked dialogue and lead to roadblock opening day
• YouTube homepage domination featured an expanded trailer which led to a Kick-Ass video page
• In-game advertising in X-Box action / comic book games. Trailer streamed live within X-Box Live.
• E-blasts sent out just before release
• TV – super-hero themed programming

Results and Effectiveness
The film exceeded client expectations with more than 10% of North American box office generated in Canada, well above the industry benchmark for Canada. The trailer on X-Box had a 2.9% CTR and individual users viewed the trailer multiple times.