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fox movies Vr appConducted for FOX Movies
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about fox movies CAMPAIGN
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“Nights of Incredible” is a two month period (Nov. 1 – Dec. 31) when 61 Hollywood blockbusters appear on FOX Movies
The objective of this campaign is to build excitement around the movies and increase brand awareness. |
ABOUT FOx Movies Vr app
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We created the FOX Movies VR app, in which people could watch trailers for 5 blockbuster movies in themed 3D & VR environments We partnered with foodpanda in Hong Kong, Malaysia, the Philippines, Singapore and Thailand to promote the concept of “dinner and a movie” at home. |
VR Goggles
We produced over 11,000 cardboard VR goggles branded FOX Movies to distribute with our food delivery partner, foodpanda. foodpanda customers that ordered from select restaurants will receive these goggles free with their meals. The goggles has clear call to action to the app and social handles.
360 vr Videos
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Home Living Room
Assassin's Creed
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Hackshaw Ridge
Transformers
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VR app
About
The app is the same concept as above 360 videos but with an interactive gaming element.
Developed the FOX Movies VR app to showcase “Nights of Incredible” trailers using innovative VR technology
Movie trailers could be watched in themed 3D and VR environments that featured special effects to correspond to the movie trailer (e.g. explosions and smoke for Hacksaw Ridge)
A new trailer and environment were released each week ahead of the movie’s premiere on the channel. Total 6 movies rooms: Living Room, Hacksaw Ridge, Assassin's Creed, Transformers, Logan and X-Men.
The app’s game functionality required fans to answer one trivia question about the trailer and find hidden objects related to the movie
The 10 people who collected all objects and trophies in the shortest amount of time won a FOX Movies home theater gift set, which included a branded blanket, wooden bowl, and stainless steel cup for the ultimate home viewing experience
There was also a grand prize for the best of the best – the ultimate FOX collectibles package
Developed the FOX Movies VR app to showcase “Nights of Incredible” trailers using innovative VR technology
Movie trailers could be watched in themed 3D and VR environments that featured special effects to correspond to the movie trailer (e.g. explosions and smoke for Hacksaw Ridge)
A new trailer and environment were released each week ahead of the movie’s premiere on the channel. Total 6 movies rooms: Living Room, Hacksaw Ridge, Assassin's Creed, Transformers, Logan and X-Men.
The app’s game functionality required fans to answer one trivia question about the trailer and find hidden objects related to the movie
The 10 people who collected all objects and trophies in the shortest amount of time won a FOX Movies home theater gift set, which included a branded blanket, wooden bowl, and stainless steel cup for the ultimate home viewing experience
There was also a grand prize for the best of the best – the ultimate FOX collectibles package
Mechanics
STEP 1: Answer 1 multiple choice question about movie trailer
STEP 2: Find 5 hidden objects in themed environments
STEP 3: When all 5 objects are found, a trophy will be won and displayed on the shelf
STEP 4: Watch new trailers each week and collect all 5 trophies
STEP 5: Players who collect all 5 trophies in the shortest amount of time will win a FOX Movies home theater gift set
STEP 2: Find 5 hidden objects in themed environments
STEP 3: When all 5 objects are found, a trophy will be won and displayed on the shelf
STEP 4: Watch new trailers each week and collect all 5 trophies
STEP 5: Players who collect all 5 trophies in the shortest amount of time will win a FOX Movies home theater gift set
digital adversiting
Promo Video
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Original Content: we storyboard, planned and managed a promotional video to promote our Marketing stunt.
Highlighting the VR goggles and VR App with clear call to action to our Facebook page for more details. This was posted across social and was used as digital ads for Google and Facebook networks. |
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Google Universal App Campaign
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Facebook Ad Network
Article
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Newsfeed
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Messenger
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Instagram
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Apps
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foodpanda partnership
foodpanda worked with select restaurants in each market to create FOX Movies Exclusive Meals. Anytime people ordered a meal from this menu (or met a minimum spend) they received a FOX Movies branded VR cardboard, which allowed them to enjoy the app’s VR functionality
The total value of benefits received from foodpanda at no monetary cost was over $200K USD.
Benefits from foodpanda included:
Landing Page on foodpanda Website
The total value of benefits received from foodpanda at no monetary cost was over $200K USD.
Benefits from foodpanda included:
- Delivery of the VR cardboard
- Landing pages for all 5 markets
- Branded menus with select restaurants in each market
- KOL exposure
- Push notifications and social media posts.
Landing Page on foodpanda Website
Influencers
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PR Coverage
branded premiums
Results
DIGITAL
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21,000,000 times our ads were displayed
8,000,000+ unique people reached 3,600,000 engagement of our content (views, shares, comment, reactions) |
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41,200,000 times our ads were displayed
700K clicks on our banners 60,656 number of installs (exceeded initial goal of 50,000) |
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Majority of the markets beat market benchmark. (Except Philippines)
This is telling us that we are creating compelling ad content and reaching the correct target audience. |
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Key Insights:
- Media buy Agency gave estimate of 50K downloads, I decided to do it in house and got 65K downloads with same budget.
- 64K+ downloads on Android
- 1K+ downloads on iOS
- 84% of people who downloaded the app via our ads actually opened and used it.
- Thailand brought in over half of the total installs.
PARTNERSHIP WITH FOODPANDA
11K+ VR cardboard delivered by foodpanda
Spikes in orders in week 4 (when we added the game functionality) and week 6 (when we boosted digital spend)
Received over US$200K+ in benefits at minimal cost to us
20% of benefits received were in the form of social media exposure
Spikes in orders in week 4 (when we added the game functionality) and week 6 (when we boosted digital spend)
Received over US$200K+ in benefits at minimal cost to us
20% of benefits received were in the form of social media exposure
PR VALUE
Over $350K USD of PR value received across Asia.
TV RATINGS
Viewership increased sharply compared to 2016, esp. in Thailand (+72%), Malaysia (+26%), and Vietnam (19%)
Results in Thailand & Malaysia were the best ever
Ratings in the Philippines – where the stunt took place for the first time – were also strong (+72%)
Results in Thailand & Malaysia were the best ever
Ratings in the Philippines – where the stunt took place for the first time – were also strong (+72%)
