When Despicable Me characters overtook YouTube the campaign broke all records for both interacting and sharing. This case study outlines how creative agency Feref and communications agency Mediacom, generated buzz for the animated film using the MediaMind ad platform.
The ad sees the Despicable Me characters cause havoc with the user’s screen after returning an ‘error’ message.
It then goes on to see them ‘build’ a YouTube page which displays a trailer fior the film, alongside calls to action on the right-hand side encouraging the user to click on to further games, information, or share the ad with their friends.
You can view the full creative here.
MediaMnd said that more viewers shared the ad than the number of viewers who just click on similar ads in the entertainment market.
Further stats reveal:
• The Average Dwell Rate for the campaign was 54.83%; 7 times higher than average
• The Average Dwell Duration was 90.40 seconds – 1.6 times higher than aveage
• The CTR was 11.89% – 30 times higher than average
• There were thousands of clicks on the Facebook and Twitter share buttons, with a click rate of 0.44%, which is even higher than the average CTR for the Entertainment vertical
[Statistics based on EU traffic for the campaign as compared to Benchmark research on Entertainment that was released previously]
In addition, this campaign was chosen as the People’s Choice for the MediaMind Rich Media awards 2010.
“We are delighted to receive the People’s Choice Award for our work on Universal Studios’ Despicable Me, and with the overall success of our campaign,” said Andrew Warren, MD of Feref Digital.
“It’s a great case study to show how with the right content and concept, Feref can create engaging, fun content that ensures the users experience lasts for much longer. Mediamind’s invaluable support meant that we had the technology needed to showcase our creative successfully.”
www.mediamind.com
