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We’re often drawing advertisers’ attention to rich, engaging digital executions like the Pepsi Max and Ford Play it 4-Ward campaigns and today's homepage takeover of MSN UK for the movie Avatar is yet another great example, except this particular campaign has an added dimension.
Launching across 14 markets outside the US, the team started thrashing through ideas with Fox way back in January 2009. They wanted to utilise digital technology so movie-goers could explore content – trailers, images, director clips, interviews, cast biogs – wherever they were.
After much creative work and the forming of internal partnerships between various teams at Microsoft, this fantastic campaign was born.
When the user comes to the homepage they are met by a rich media ad format called a “Glider” which is kind of an eye catcher, drawing the eyes to a 15 second trailer clip inviting them to discover more.
On clicking the ad, they are transported to an immersive experience above the homepage – they do not actually leave it – where a treasure trove of engaging content can be found at the quick click of a link.
Click on the images tab and the page changes slightly so users can scroll through some hi-rez promo shots from the film, while all the while a social media element enables them to share the official site with their friends via Windows Live, MySpace, Twitter and Facebook.
But this campaign goes one step further in 5 markets including the UK!
By teaming up with the folks at Microsoft Tag, our digital specialists were able to “unlock the world of Avatar” on all our mobile phones.
The technology in essence requires the download of a mobile app from http://getTag.mobi. By scanning the M-tag on the PC screen with their phone’s camera, fans of the movie are able to access Fox’s dedicated WAP site at the flick of a switch!
On the day of Avatar's movie release in France, UK, Spain and Germany, FOX also ran the Avatar ad campaign on MSN's mobile sites, providing strong exposure to moviegoers browsing on their mobile phone.
This is another great example of how Microsoft Advertising is helping brands provide immersive and rich encounters across multiple devices.
As Darren Huston said back at AdWeek in September, seamless executions across different screens are crucial to success as advertising moves more and more into being totally digital.
Love to get your feedback on the ads so comment below and follow us on Twitter and become a fan on Facebook for more news and insight from our teams!
Cheers
Mel
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For decades, movies were very one-way; the audience would sit in front of the screen and absorb the movie in front of them. Today, we have the option of becoming involved with a particular movie even weeks or months before we see it. Through social media outlets like Flickr, YouTube or Twitter and with interactive applications like the Avatar trailer, we are able to watch and absorb information about the film and share our opinions with our peers and directly with the production companies. I wrote more about the interactive Avatar trailer here: popculture2point0.wordpress.com/.../avatar-and-the-interactive-trailer
Also don't forget we have a great Windows 7 Avatar Them pack available on the Windows Site
link from my blog at blogs.msdn.com/.../avatar-windows-7-theme.aspx
Rob
Avatar was unbelievable but there is a series of books called “MEG” which would make one hell of a movie. It could be a giant blockbuster if done correctly. Curious if anyone’s has checked out the new book “HELLS AQUARIUM” by STEVE ALTEN? I know he’s been a best selling author before, but wanted to see if anyone had read this book first? It’s about the ancient prehistoric shark Megalodon, which makes the current Great White Shark look like a gold fish. Check out the trailer below, pretty awesome:
www.variancepublishing.com/meg-hells-aquarium-contest.html
Yes its an awesome movie. This one shouldn't be missed. Could you take a look at my review of Avatar and let me know what you think?
piyaanu.blogspot.com/.../avatar-of-century.html
Thanks