Here at Odyssey Mobile, we are pleased to announce that we have been nominated for most effective mobile advertising campaign in the upcoming effective mobile marketing awards (EMMA’s).
We have been nominated in this category for our recent mobile advertising campaign for Warner Brothers’ blockbuster release, Green Lantern.
We partnered with Millennial Media to drive ticket sales and build excitement around the theatrical release of Green Lantern with a mobile rich media campaign running across 12 markets.
We created a mobile mobile campaign which provided consumers an experience that was both engaging and reflective of the look and feel of the Green Lantern franchise. The end result was an impactful mobile ad unit, which drove strong results and clearly resonated with consumers.
So, what did we deliver?
• A Pan-European campaign targeted to adults 16-44 in five major European markets (UK, France, Germany, Italy and Spain) and, we leveraged Millennial Media’s network to reach tech-savvy males, a key audience for the film. We also ran the campaign in 7 other markets (Belgium, Denmark, Finland, Holland, Norway, Russia, Sweden and Turkey), localising the creative in each.
• Eye-catching creative that complemented offline/online marketing for Green Lantern and gave consumers a visual experience reflective of the movie’s special effects and the uniqueness of the Green Lantern superhero.
• Strong consumer engagement; once consumer’s clicked on the banner, creative expanded to allow users to “imprint their fingerprint” on the ad which then brought up an HD trailer for the film. We made sure consumers could share the video on social networks allowing for additional word-of-mouth marketing regarding the movie.
And the results?
• We delivered click-through rates that were 4X over industry averages
• Over 20% of consumers who clicked on the banner engaged with the “fingerprint scanner” and,
• 70% of those users went on to watch the trailer.
We are really excited about our nomination and look forward to finding out how we have done at the Awards Ceremony taking place at Delfine in London on the 3rd of November.
Watch this space for the results!
