To promote the Smurfs film in Malaysia, Sony Pictures used interactive rich media ad formats to closely engage with the target audiences and generate high dwell rates. The campaign’s tone was fun and entertaining, to keep in line with the feel of the movie.
This case study shows how, with rich media advertising on MSN and MSN Messenger, Sony Pictures got viewers to engage with the brand on the website itself. Users spent and average of 146.36 sec on the banner and the average dwell rates of the campaign were 8.62%, which is above the benchmarks of Malaysia. The campaign was targeted toward the key audience of the movie- teens and young adults age 12-25 and parents with children age 5-12 years. The purpose of the campaign was to create viral buzz about the movie and drive ticket sales for the release of the movie.
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Brand: Sony Pictures| Media: MSN Malaysia, MSN Windows Live Messenger | | Country: Malaysia | Sector: Entertainment |Agency: Universal McCann MY, Monster Interactive MY |Format: Rich Media Interactive 3D ads
