Ice Age 3: Dawn of the Dinosaurs           

The Client    

Campaign Objectives

One of the world's largest producers and distributors of motion pictures, Fox Filmed Entertainment produces, acquires and distributes motion pictures throughout the world. These motion pictures are produced or acquired by the following units of FFE: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures and Twentieth Century Fox Animation. With the release of "Ice Age 3:Dawn of the Dinosaurs," Fox wanted to:
  • Boost awareness for the movie 
  • Drive trailer views
  • Use mobile media channels to promote the movie

Carat & Pudding Media's Strategy

Results

      The Mobile channel proved to be excellent for advertising.The campaign was successful in boosting awareness for "Ice Age 3:Dawn of the Dinosaurs" and increasing intent to see the movie.
  • The campaign ran for a period of 10 days and delivered 1,203,516 million impressions for unique users.
  • The campaign generated an excellent 1.00% response rate. 11,980 users clicked on the Mobile Web Link to view the trailer.
  • In order to maximize the response rate, a new ad was created. (It had a strong message based on those previous ads which had elicited the most responses.) This new ad generated an excellent 1.86% response rate.
  • An additional 1.66%; 20,000 mobile users, were forwarded the ads by the original recipients.

 

Fox worked with Pudding Media to place the campaign on the Pudding Media Ad Network.

The ad was added to Missed Call Alert SMS Messages.

  • Ads and spot ads with visuals designed to raise curiosity among users
  • The ads rotated daily to maximize impact and to provide a fresh experience. All creative copy produced by Carat Interactive.
  • Users who responded to the Ad could see the new "Ice Age 3: Dawn of the Dinosaurs" movie trailer.