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It's no secret that mobile devices offer an unparalleled environment for consumer engagement, but are advertisers embracing that opportunity? For a recent campaign promoting HBO series True Blood, the answer is yes. In this session, PHD and Medialets will share details behind this captivating mobile rich media campaign. Find out how mobile fit in the broader campaign strategy and hear the story behind a mobile rich media creative that consumers really sunk their teeth into.
Citation preview
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rich media goes mobile
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As HBO prepared to launch the third season of the critically acclaimed series, True Blood, it was imperative that the marketing campaign excite existing fans, intrigue the uninitiated, and garner the attention of the industry to boost awareness and drive tune-in. The popular program had set a high bar in previous seasons and the goal was to drive viewership beyond the last season’s premiere.
By providing fans with media driven experiences that unlock and incite the rabid fan base’s “fangelism” the campaign was able to spark conversation, accelerate interest, and garner attention for the series.
challenge / approach
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solution
PHD partnered with Medialets to create a unique, first-to-market, mobile Rich media experience.
Together, PHD and Medialets, identified key app publishers that could support the execution while reaching entertainment industry enthusiasts and professionals.
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creative
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creative
3 of Medialets- enabled
apps and network
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process
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delivery
MEDIALETS ‘ASYNC’ AD PLATFORM DELIVERED &
MEASURED CREATIVE
MEDIALETS ‘ASYNC’ AD PLATFORM DELIVERED &
MEASURED CREATIVE
TWO VERSIONS OF CREATIVE:USER & AUTO EXPAND
TWO VERSIONS OF CREATIVE:USER & AUTO EXPAND
1 MILLION+ IMPRESSIONS DELIVERED ACROSS MULTIPLE
APPS
1 MILLION+ IMPRESSIONS DELIVERED ACROSS MULTIPLE
APPS
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engagement
engaged users
98%11%
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engagement time
Average = 23 secondsAuto = 37.5 seconds
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watched video (CTR)
Best performing app CTR
= 8.73%
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“We found this to be a very cool, highly relevant ad that capitalizes on both the visual and tactile experience offered by the iPhone, the type of entertainment-specific content that users might seek on Variety and Flixster, as well as the series’ subject matter and tone.” - PSFKOn YouTube, the True Blood iPhone creative demo video was viewed10,000+ times in 7 days.
“I’ve yet to see many good rich media (in app) iPhone ads, so this feels like a great execution in a very relevant space on the Variety.com iPhone App in the lead up to the launch of True Blood Season 3. “
buzz
5.1 MM VIEWERS TUNED IN TO SEASON 3
• 38% INCREASE OVER PREVIOUS SEASON
• 19% BOOST OVER PREVIOUS SEASON’SAVERAGE VIEWERSHIP
5.1 MM VIEWERS TUNED IN TO SEASON 3
• 38% INCREASE OVER PREVIOUS SEASON
• 19% BOOST OVER PREVIOUS SEASON’SAVERAGE VIEWERSHIP
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impact
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Users were more engaged by the creative that surprised
them.
Users were more engaged by the creative that surprised
them.
insight
Allow lead time for cutting-edge campaign executions. Allow lead time for cutting-edge campaign executions.
Mobile creative performs best when designed with mobile in
mind.
Mobile creative performs best when designed with mobile in
mind.
NickoMinaj: the True Blood ad on the iphone is so freaky but tight at the
same time. scared the fuck outta me
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impact
Robbirgfeld: And here it is – definitely the best iPhone ad I’ve seen yet #TrueBlood: http://bit.ly.9ZdaiP
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impact
latribri: Note…not an iAd >>RT @medialets: Medialets and PHD teamed up to create an in-app rich media ad for HBO’s True Blood http://bit.ly.bhnWGq
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impact
Saramckinniss: @truebloodhbo From a professional public relations view, the True Blood bloody online ad on the Variety iPhone app is genius
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impact
richcat1972: “@LafayetteTB: Video: #Trueblood Iphone ad” really spooky cool link so want bloody fingerprints on my phone
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impact
elstrama: True Blood Variety app ad drenches #iPhone in blood #fb #multitouch #smartphones #trueblood
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impact
Sookie BT: Have y’all seen the new iPhone #TrueBlood ad? Here’s a little preview #WaitingSucks #5days
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impact
Sioflynn: True Blood in-app rich mediaad on Variety.com iPhone app – just cool http://post.ly/j11m
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impact
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impact
Tigersharkmusic: Creative yet slightly disturbing iPhone ad for True Blood:starts w/ bloody fingerprints left after tapping screen http://yfrog.com/mte7lj
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impact
BrientTate: Thumbs up!! On variety targeted tactile campaign RT @medialets: True Blood’s Bloody iPhone Ad by @Medialets (via @psfk) http:bit.ly/cg5hKN
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impact
TrueBloodBlips: True Blood in-app rich media ad on Variety.com iPhone app (video) #trueblood http://bit.ly/967a9U
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rich media goes mobile
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