ALICE IN WONDERLAND by Starcom Chicago for Walt Disney

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ALICE IN WONDERLAND

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Starcom Chicago
Released January 2010

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: WALT DISNEY STUDIOS
Product/Service: FILM
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: STARCOM USA, Chicago, USA
Associate Director: Cheryl Koll (Starcom USA)
Executive Vice President: Chris Harder (Starcom USA)
Media placement: Banner Invite - iPhone - 1 February 2010
Media placement: eCards - Mobile site - 1 February 2010
Media placement: Memory Game - Mobile site - 1 February 2010

Results and Effectiveness
Alice opened as the #1 movie, staying there two weeks bringing in a colossal $226 million – and these breakthrough units made sure we achieved that goal. 50%+ of the audience opening weekend were non-family adults. Spinning ad unit: 75% of viewers that saw the invitation to spin, did spin– trouncing our 10% goal (unit was an industry first) Match up game: Avg. click-through rate = 4.4% besting the industry average of 0.6%-1.0% Avg. time spent with Ad = 30.5 seconds Avg. time spent with Ad if Matching game is played = 70.5 (over a minute, wow!) Game completion rate = 75.3%

Creative Execution
We sent our target “down the rabbit hole” by using Apple’s iPhone, the icon of all early adopters and optimised the experience using the device’s unique capabilities. When surfing the mobile Internet, ads made viewers “curiouser and curiouser” by inviting them to actually spin their iPhone to go down the rabbit hole with Alice to enter Tim Burton’s Wonderland – the first-ever mobile web browser unit to use the iPhone’s accelerometer to spin an ad. Once they spun, Wonderland came alive and they experienced the movie in a way they never thought possible. Users could view clips, spread the word by sending e-cards to friends and enter a sweepstakes. When playing with their iPhone apps, we also invited viewers to play a mobile “Memory” game to match up movie characters. If they win, the Red Queen spares them for another day. But if they lose, it’s off with their head.

Insights, Strategy & the Idea
Alice in Wonderland is an iconic story that would resonate with both children and adults, but for different reasons. With Disney’s live-action version ready for release, we needed to go beyond the core Disney Family audience and bring all adults into the newly imagined Wonderland. Tim Burton, the man behind cult classics like Edward Scissorhands and The Nightmare Before Christmas, is in charge of bringing the remake to life. The first early trailers gained buzz throughout the blogosphere thanks to cool, edgy visuals that are the hallmark of his movies. It became apparent that leveraging those early adopters to help sell the movie for would ensure non-parent adults understood this is a Tim Burton film as much as it is a Disney classic.