Sony Pictures Promo, Case study AN IDEAL SITUATION by UM

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Industry Publishing, streaming & media, Records & Cinema Production
Media Promo & PR, Case study
Market United States
Agency UM
Released July 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: SONY STUDIOS
Date of First Appearance: Jul 29 2010
Entrant Company: UM, New York, USA
Vice President of Marketing: Elane Beyrodt
Vice President Group Director: Tim Hill
Supervisor: Jenna Goldstein
AMD: Marisa Reveles
Senior Buyer: Andrea Valdes
EVP, Media, SPE: Stefanie Napoli (Sony)
President of Marketing, SPE: Marc Weinstock (Sony)
SVP, Media, SPE: Jennifer Graham (Sony)
VP, Media, SPE: Anne Yoo (Sony)
Director of Media: Jennifer Goyette (Sony)
Media placement: TV - Integration/Sponsorship - MTV - Season 2 Premiere Jersey Shore - July 29, 2010

Insights, Strategy & the Idea
With a competitive new blockbuster being released every weekend of the summer, we needed to find a way to kick-start our slate and get as much exposure as possible for all of our releases (without crippling the media budgets for the full campaign). This meant finding a property that could work for six very different releases, was customizable, and could engage young adults, 18-25. Our target was “moviegoers.” According to MRI data, MTV has the best moviegoer indices, but we knew that the studio category had been oversaturated on the network. How would we break through the clutter? We would overtake the entire Jersey Shore premiere. A few months earlier, the Jersey Shore finale delivered an audience of 4.5million viewers for the initial airing. We knew (for better or worse) that Jersey Shore fever had taken over the country and had become ingrained in our culture. Season 2 was going to build on season 1’s popularity.

Creative Execution
To accommodate long-form content, we asked to totally reformat Jersey Shore commercial breaks. For The Other Guys and Takers, we created custom content using film assets integrated into banter from the cast. Eat Pray Love and Resident Evil weren’t as great a fit, so instead of using the cast, MTV created a custom “break accelerator,” which morphed Jersey Shore programming into the trailer. This was followed by a custom billboard (BB) execution called “Pass the BB,” which featured The Other Guys, Eat Pray Love, and Takers. Easy A had a brief intro, and then we had another “Pass the BB” that featured Resident Evil, Easy A, and The Social Network. Nearly 13 minutes of content featuring MTV/Sony-created executions and trailers aired in the hour. We convinced MTV to disregard traditional increments, and instead formatted the show to include solely our content, customized to the second.

Results and Effectiveness
The show was a hit, premiering with a 4.6million viewership (Nielsen data), and delivered a 3.8 rating on V12-34 (Nielsen data). 20% of exit polling (internal Sony theatre exit polling) said the Jersey Shore takeover contributed to their awareness of The Other Guys. Four of the releases opened at No. 1 and two opened at No. 2. None of the titles performed “below industry expectations,” with total opening weekend sales of $145.8 million.