Museo Interactivo Infantil Promo, Case study THE IMAX FACEBOOK PRINTS by Neo, Ogilvy & Mather Mexico

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THE IMAX FACEBOOK PRINTS

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Industry Museums & Libraries
Media Promo & PR, Case study
Market Mexico
Agency Neo
Agency Ogilvy & Mather Mexico
Creative Director Paola Figueroa
Art Director Alejandro Gama, Orlando López
Copywriter Alejandro Gama
Account Supervisor Erika Morales, Alexandra Bernal
Released April 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: MUSEO INTERACTIVO INFANTIL
Product/Service: MUSEUM
Agency: OGILVY MEXICO
Agency: NEO
Date of First Appearance: Apr 16 2011
Entrant Company: OGILVY MEXICO, MEXICO
Entry URL: http://200.52.76.195/2011/papalote/facebookprints/index_eng.html
Vice President/Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Paola Figueroa (Ogilvy México)
Copywriter: Alejandro Gama (Ogilvy México)
Art Director: Alejandro Gama (Ogilvy México)
Art Director: Orlando López (Ogilvy México)
Account Supervisor: Erika Morales (Ogilvy México)
Account Supervisor: Alexandra Bernal (Ogilvy México)
Marketing Manager: Beatriz Molina (Museo Interactivo Infantil)
Media placement: Internet - Facebook Users Walls - 29-March-2011

Insights, Strategy & the Idea
The IMAX Megascreen theatre at Papalote Children's Museum is the largest projection screen in Mexico. There are played many kinds of films made specially in IMAX format.
IMAX Megascreen just released two movies:
Legends of flight 3D and Sea Rex: Journey to a prehistoric world 3D.
There was a small budget to promote this large-format films on the Web but we saw great potential in Papalote's Fan Page at Facebook that has more than 6,500 fans.

Creative Execution
Without using banners or paid advertising, we created free prints made with keyboard characters and posted to your profile through Papalote's Facebook Fan Page.

Results and Effectiveness
More than 6,500 Facebook profiles received the Papalote's Facebook post immediately. After the post was publicised, the tickets for the two films in the next week were sold out.