The challenge

How do you inject some pizzazz onto a film franchise, that for many, the recent trilogy doesn’t seem that long ago? And how do you convince an audience who are familiar with the storyline that this version is better than ever?

The story

We recognised that it would take more than a standard rich media video ad to get their attention. Knowing they had a high propensity for gaming we spotted an opportunity.

We created a digital media first with an interactive in-banner game that functions in the YouTube masthead and can be connected with a user’s smartphone. After the Spider Man TV spot plays in the banner, a unique QR code appears which the visitor can scan with their smartphone.  The user is then able to sync their mobile device to their screen and engage with the ‘Shoot ‘em up’ web-slinging game. 

The YouTube Game was part of a larger campaign, which included a Home Page Takeover on Yahoo! as well as a host of other rich media and mobile placements.

The result

Our innovative creative has now been carried through to numerous international territories.

Full results will follow shortly.