Sony goes beyond the standard banner to create a Peter Rabbit sensation
Sony Pictures and Universal McCann needed a way to drive awareness, excitement and ticket sales for its newest animated feature, Peter Rabbit. It faced competition from other new releases coming out around the same time, and the challenge of building awareness with its young target audience without the ability to target children directly. The campaign goals were:
MiQ helped Sony create an innovative and engaging mobile campaign to draw attention to Peter Rabbit and bring families to theaters
Synced mobile ads to both Peter Rabbit spots on TV and to competitive spots for conquesting
Created a first-of-its-kind mobile game unit that offered an interactive experience parents and kids could enjoy together during co-viewing moments, including:
Campaign results soared above expectations and industry standards. The mobile game unit not only drove engagement, it resulted in direct ROI in terms of ticket sales.