Transformers 2

Paramount Pictures and their agency, MEC Global, were looking for a unique, conversational way to promote the release of “Transformers: Revenge of the Fallen” to entertainment fans. Their goal was to make the movie release a massive event!

The Goal:

Increase brand metrics (unaided awareness and purchase intent) for the release of the movie “Transformers: Revenge of the Fallen.”

The Solution:

Serve conversational text ads targeted to the entertainment category during the 6-day campaign.

To drive last-minute knowledge of the movie’s opening date and a sense of urgency, ChaCha developed a creative and interactive SMS campaign that counted down to the opening of the movie. Every day, from June 19 until June 24, a new set of creative was served, counting down the days until the movie release.

ChaCha served nearly 1 million conversational text ads targeted to the entertainment category during the 6-day campaign.

Example Message Flow:

Question: Is Jim Carrey married?

Confirmation Ad: ChaCha is transforming your question into an answer! *In 2 days, Revenge is coming! Reply REVENGE2 to find out more!

REVENGE2 Response Ad: In 2 days Transformers: Revenge of the Fallen arrives in theaters. Get more info at http//i.transformersmovie.com

Answer/Answer Ad: Nope, currently Jim Carrey is not married (been divorced twice), but he is dating former Playboy Playmate Jenny McCarthy. *Only 2 days until revenge returns to earth. Reply 2RVNG

2RVNG Response Ad: In 2 days, Decepticon forces R returning 2 Earth in Transformers 2nd epic battle: Revenge of the Fallen! Get all the info @ http://i.transformersmovie.com

The Results:

Unaided brand awareness for “Transformers: Revenge of the Fallen” in the week leading up to the movie’s release increased by an unprecedented 27 percentage points. Purchase intent increased by 10 percentage points. The campaign also outperformed mobile norms in unaided awareness and mobile ad awareness, and it matched or outperformed the norm in purchase intent.

In order to measure brand awareness of “Transformers: Revenge of the Fallen”, ChaCha enlisted the assistance of InsightExpress, an agency that measures advertising effectiveness, to complete a study of ChaCha users before and after the campaign. The campaign outperformed mobile norms in unaided awareness and mobile ad awareness, and it matched or outperformed the norm in purchase intent. Several demographic segments drove the increases:

•Teens (the majority of the sample) • showed increases in unaided awareness, mobile ad awareness and purchase intent • Slightly older respondents (19-24) responded best, with increases across all metrics • Males 18-34 showed a huge 58-point increase in mobile ad awareness • Respondents who went to four or more movies in the last two months were most positively impacted by the campaign The survey also noted that ChaCha’s audience was extraordinarily engaged and eager to take the survey, allowing for large sample sizes. InsightExpress hadn’t seen that level of engagement in a long time, demonstrating how powerful it can be when the right message is sent, at the right time, to the right audience.

More Verification:

Third-party verification of the campaign’s success was provided by Insight Express, a digital marketing research agency.

>> Download Full PDF