May 2, 2008
Paramount Invests in Rhythm NewMedia on Sixth Campaign
Mobile Video Companion Ad Case Study
Background
In March 2008, Paramount and Rhythm NewMedia teamed up for their sixth advertising campaign for the release of the comedic film Drillbit Taylor, featuring Owen Wilson.
Paramount chose Rhythm again because Rhythm can seamlessly integrate both brand and call-to-action advertising on mobile phones utilizing mobile video pre-rolls and WAP banner ads. Also, using demographic information provided by the user, Rhythm was also able to target Drillbit Taylor film previews exclusively to consumers ages 16-24 watching free mobile videos on 3 UK. Rhythm’s call to action banner ads allowed Drillbit Taylor fans to deeply engage and enter a competition on their mobile phone quickly and directly.
Quote
"Using Rhythm allowed us to directly communicate the hilarious premise of the film to the precise audience that would appreciate it. This activity contributed to a very strong opening weekend” said Zac Stephenson, Communications Director at MEC.
Objectives
- Target only adults 16-24, who are hard to reach exclusively
- Increase awareness for the upcoming release of the comedy Drillbit Taylor
- Obtain new entries to competition via WAP banner ad
- Grow opening day crowds to film, remind customers of movie release date
Solution
- Use mobile video ads to increase the number of views of the Drillbit Taylor film preview
- Use Rhythm’s demographic information to add a targeted element to a broader campaign
- Use companion banner ads to engage with the consumer and allow them to sign up for the competition
- Frequency manage ads to target audience
Results
- Campaign with Rhythm helped increase strong opening weekend for film
- Exact targeting to a younger audience made sure the movie preview reached the exact audience that would be most likely to see the film
- Delivered video ad impressions as planned to only 16-24 adults
- 6.9% click through on WAP banner
The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution on previous Paramount campaigns
- 16% spontaneous awareness recall
- 62% prompted awareness recall
- 55% correctly identified the exact release date of the film
- 41% said they were more likely to go and see the film
- 18% said they would definitely see the film
