Case Study

For the Blu-ray release of Predators Twentieth Century Fox Home Entertainment wanted creative to match the film’s intensity. Creatives at ThinkJam worked with MediaMind to deliver a full screen game within the ad that pitted players around the world against each other. The campaign dwell rate was 80 per cent above average.

Brief

Overview

To promote the Blu-ray and DVD release of Predators, Twentieth Century Fox Home Entertainment needed an in-your-face user experience that effectively placed the user directly in the action to excite the film’s young, game-oriented market.

Strategy

Goals and parameters

The objective of the campaign was to drive sales via engagement and viral advocacy, with key metrics including time spent and games played.

To meet those objectives, the creative team developed a revolutionary full-screen game experience within the ad.

“My goal with this execution was to really bring users into the narrative of the film – dropped in a strange location without knowing if they are the predator or the prey – and the collective work of Think Jam and MediaMind brought the experience to life perfectly. The fact we were able to seamlessly pull it off across global markets made it even better.”
Jonathan Tavss, Twentieth Century Fox Home Entertainment

Execution

The ad unit transformed into a kill-or-be-killed game, complete with blood spatters and collateral damage of the publisher’s sites, where the user chooses weapons to defend against a heavyweight foe – the Berserker Predator. In addition, the ad enabled users to seamlessly enter a global MPG, transferring any points they scored within the unit into the game.

Results

Dwell rate: 8.27 per cent.

Eighty per cent above above benchmark.

Dwell time: 35.7 seconds.

Ten point one per cent above benchmark.

The full-blown 'gameification' of this ad brilliantly captured the attention of its youthful, action-hungry target audience, driving dwell metrics well above benchmarks.