Alternative Advertising Case Study: from DOmedia

Micro Target Media & Warner Bros. Promote Fred Claus at German Christmas

Markets

Background: Every year, German Christmas Markets attract millions of visitors, eager to share in the enchantment of this centuries-old tradition. Crowds flock to the festive markets to buy high quality gifts, traditional handicrafts and homemade decorations, as well as to enjoy a variety of Christmas treats, such as roasted almonds, sausages, mulled wine and gingerbread biscuits. The markets are usually open every day from the last week of November until Christmas Eve.

Business Challenge:Warner Brothers’ latest holiday film, Fred Claus, tells the story of Santa Claus’ older brother Fred, a repo-man who lives in the shadow of his famous sibling. The studio felt that the traditional Christmas markets would be ideal places topromote the comedic holiday film to German audiences who were already in the Christmas mood.

Business Solution:Warner Brothers used Micro Target Media’s innovative Advertising Structures (MTM•AdS) to generate interest in Fred Claus at German Christmas Markets throughout the country. For the duration of the holiday season, vibrant MTM•AdS featuring the comedic film adorned portable washroom containers at markets in Stuttgart, Ludwigsburg, Offenbach and Frankfurt.

Results:Over the course of Warner Brothers’ three week Fred Claus campaign, between 10 and 12 million people passed by MTM’s advertising structures as they meandered through the historic Christmas markets. The campaign coincided with theGerman premier of Fred Claus, and generated massive interest from German audiences during the hit film’s first few weeks at the box office.

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