Best Movie Online Ad

Entertainment properties tend to do very well in our model. With captive attention, a comparatively low-cost product, and star appeal, it’s par for the course to move the needle. But The Hitman’s Wife’s Bodyguard pulled off a trick in our canvas that defied even our loftiest of expectations. And the reason is because of the interactive strategy and capability within our unit. More on that below. Often, film units will feature a trailer and an intentionally limited set of opportunities for interaction. The Hitman’s Wife’s Bodyguard, however, went the opposite direction. Instead, they created a character exploration that not only made users more familiar with each character and their relationship to each other in the narrative of the film – it also set tone and expectations (one choice literally reads “Morgan Freeman…is also in this movie.) It should be noted that making units highly exploratory is a best practice for entertainment properties, and The Hitman’s Wife’s Bodyguard embraced that philosophy with gusto. This experience was augmented with a real-time ticket locator tool which would allow users to identify nearby showtimes, thereby encouraging foot traffic and helping close the loop on the experience. The results: increases of 53% in Awareness, 58% in Familiarity, 67% in Consideration, 47% in Preference, and 48% in Intent. This unit scored above the benchmark in every single brand lift category.

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Location: United States