A MOBILE SMASH by MEC Sydney for Paramount

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A MOBILE SMASH

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Industry Records & Cinema Production
Media Promo & PR, Case study
Market Australia
Agency MEC Sydney
Released May 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: PARAMOUNT
Product/Service: TRANSFORMERS: REVENGE OF THE FALLEN
Date of First Appearance: May 24 2009 12:00AM
Entrant Company: MEC, Sydney, AUSTRALIA
Account Director: Lisa Handscomb (MEC)
Campaign Manager: David O’Brien (MEC)
Interaction Account Manager: Jessica Gould (MEC)
Chief Executive Officer: Adam Dunne (Aura Interactive)
Media placement: OOH - Mall media portrait panels: Superlites - 24 May 2009
Media placement: Bluetooth - Mall media: Bluetooth activation - 31 May 2009
Media placement: OOH - Street furniture: Superlites/Metrolites - 8 June 2009
Media placement: Bluetooth - Street furniture: Bluetooth-activated panels - 8 June 2009
Media placement: Bluetooth - In-cinema Bluetooth zones - 16 June 2009

Results and Effectiveness
Our mobile message reached 1.3 million consumers and 127,266 consumers actively requested content. An estimated one in four passed on our trailers, ringtones or wallpapers. Daily downloads hit 3,977, double the performance of previous Paramount Bluetooth campaigns. Opt-in rates – the number of consumers who said yes to our messages versus those who actively declined – hit 39.6%, double the industry norm. Transformers: Revenge of the Fallen took more than AUS$40m at the box office – the fourth biggest hit of all time in Australia (up 47% on the first Transformers).

Creative Execution
We built Asia Pacific’s biggest-ever Bluetooth network, covering more than half a million square metres at the heart of six major Australian cities. We sequenced our content so that high-interest materials were delivered first: first came the trailer, then ringtones, then wallpaper and finally calendar reminders. In cinemas we also offered money-off vouchers. Two hundred and twenty-five hotspots were linked with live tracking enabling us to monitor content delivery and response. For one month, Bluetooth enabled out-of-home delivered massive engagement for our core target audience.

Insights, Strategy & the Idea
Transformers: Revenge of the Fallen needed to be an Australian blockbuster. Success would mean pulling in young boys and girls to watch the film – the demographic that likes traditional advertising the least. With Bluetooth penetration hitting more than 80% in Australia, we focused on our target audience’s mobile addiction: giving them the quality, free content they craved. Transformers would provide an integrated entertainment experience wherever they were: at the cinema, in the shopping mall or waiting for the bus. Using out of home as a call to action we made our movie mobile. High quality content would encourage peer to peer sharing and ensure that Transformers was at the front of the multiplex queue. Our hotspots would be integrated to an unparalleled level ensuring that no one ever got the same content twice.