Best Movie Online Ad

Blockbuster movie releases across the globe ground to a halt as theaters shut down to help flatten the curve in the face of COVID-19. This sudden shift from theatrical release to video-on-demand after a months-long delay affected Antebellum, one of most anticipated Lionsgate films of the year. The campaign now had to walk a delicate tightrope with their creative messaging – introducing audiences to a brand new way of watching and buying a highly anticipated movie, while creating suspense and buzz around this timely psychological thriller. To pull off this daunting task, Lionsgate and its agency Starcom turned to true[X] to build an interactive ad experience for desktop, mobile, and connected TV. true[X] created an ad that featured an exclusive suspenseful sneak preview of the film alongside the standard television trailer, VOD messaging, and eight different prominent streaming and cable partner CTAs. The spine-tingling campaign drove an 18% CTR rate on desktop – 6x the true[X] average for entertainment clients – while also increasing intent to watch by 50%. The stellar CTR results indicate that the user flow appealed to users by allowing them to click out and purchase the film on their preferred streaming service.

Contributors:

TRUE[X]

Location: United States