July 28, 2008
Universal Pictures Launches “Forgetting Sarah Marshall” SMS Ad Campaign )4INFO)
Background
To support the April 2008 launch of the comedy film Forgetting Sarah Marshall, Universal Pictures launched a cross-media marketing campaign, including text message advertising on the 4INFO ad network.
Forgetting Sarah Marshall, directed by first-time feature filmmaker Nicholas Stoller, tells the story of Peter Bretter )Jason Segel), who has been dating the ridiculously hot celebrity Sarah Marshall )Kristen Bell) and is about to ask to marry her when she unexpectedly breaks up with him. In an attempt to rid himself of the media swarm surrounding their celebrity break-up, Peter travels to Hawaii and finds out that she is there at the same hotel on vacation with a new boyfriend.
Universal’s agency, Ignited, selected the 4INFO ad network for their mobile campaign because of the broad mobile reach possible with over 8 million opted-in consumers, and 4INFO’s ability to target the relevant audience with cross-platform mobile tie-in promotions, including mobile video trailers and branded online widgets. 4INFO commissioned Insight Express to measure the impact of Universal’s mobile branding efforts for the film. Ignited hoped to engage users through targeted online and SMS content, to drive both trailer views and theater visits.
Campaign Objectives
- Engage male users ages 18-34
- Increase awareness of the upcoming film release
- Drive trailer views
- Drive theater visits
Campaign
The campaign included SMS advertising on the 4INFO text message network, branded on-line mobile registration widgets and mobile video trailers.
Text message ads ran on the 4INFO network across multiple channels, including sports and entertainment interests. Ad copy asked a question, such as “Been dumped?” or “Looking for romantic disaster?” with an option to reply for more information. Long ads included movie information and a link to a mobile-ready video trailer.
In addition to SMS advertising, 4INFO provided Forgetting Sarah Marshall branded mobile widgets. These widgets, offered on Facebook and other social networking sites, allowed consumers to sign up for free sports content delivered to their cell phones, providing the optimum access to the desired target audience of men ages 18-34. These branded widgets also included a link to the online movie trailer.
Key Results
The movie opened as the #2 movie in the United States, with a box office take exceeding 17.7 million dollars in the opening weekend. The mobile campaign was a huge success in driving increases in awareness and persuasion metrics for the movie.
- Brand awareness increased 19.7%
- Recommendation intent increased 21.6%
- Viewing mobile trailer increased 14%
- Intent to see movie increased 21%
This campaign outperformed both mobile and online norms by 7-20%. The campaign made those exposed more aware of the movie, persuaded them to plan to see the movie, and more likely to recommend the movie to their friends. These metrics held true for all respondents, regardless of age, gender and overall interest in viewing movies.
