COUnTRy: UK seCTOR: enTeRTainmenT
When it comes to film marketing,
fox refuses to stand still
Digital media turned in a star-making performance for the launch of 20th Century
Fox’s The Day The Earth Stood Still, as a groundbreaking study showcased its
huge potential for film marketing.
Key faCTs
ClienT:
20th Century Fox
media agenCy:
Potential Cinema-goers
Key Channels:
MSN and Windows Live
channels, Xbox Live,
Ingame
The Brief
l Raise awareness of the film launch
l Increase positive perceptions for the film
l Drive interest amongst potential cinema-goers
l Assess the cost-effectiveness and potential of
digital media using the Touchpoints Return on
Investment (TROI) model.
The Campaign
For the launch of the film, Fox enlisted a broad
range of digital media channels from online
video trailers to content downloads via Xbox
Live and in-game advertising through Massive.
In a groundbreaking, sector-wide study the role
and effectiveness of online was compared to
other elements in the marketing of this and other
films. MESH Planning deployed its Touchpoints
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