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2008-05-17T00:31:50-01:00MMA Global :: Article
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http://mmaglobal.com/modules/article/images/logo.pngtext/html2008-05-02T22:44:41-01:00http://mmaglobal.com/modules/article/adminParamount Invest in Rhythm NewMedia on Sixth Campaign: Mobile Video Companion Ad Case Study
http://mmaglobal.com/modules/article/view.article.php/1949/c13
Category: Media & Entertainment<br />Summary: Paramount Invest in Rhythm NewMedia on Sixth Campaign: Mobile Video Companion Ad Case Study<div style="text-align: center;"><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Paramount Invest in Rhythm NewMedia on Sixth Campaign<o:p></o:p></span></b></div>
<div style="text-align: center;"><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Mobile Video Companion Ad Case Study<o:p></o:p></span></b></div>
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<div style="text-align: center;"><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);"><img width="140" height="206" alt="" src="http://www.mmaglobal.com/uploads/fckeditor/Image/Puma_2.jpg" /></span></div>
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<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Background<o:p></o:p></span></b></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">In March 2008, Paramount and Rhythm NewMedia teamed up for their sixth advertising campaign for the release of the comedic film Drillbit Taylor, featuring Owen Wilson. <o:p></o:p></span></div>
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<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Paramount chose Rhythm again because Rhythm can seamlessly integrate both brand and call-to-action advertising on mobile phones utilizing mobile video pre-rolls and WAP banner ads. Also, using demographic information provided by the user, Rhythm was also able to target Drillbit Taylor film previews exclusively to consumers ages 16-24 watching free mobile videos on 3 UK. Rhythm’s call to action banner ads allowed Drillbit Taylor fans to deeply engage and enter a competition on their mobile phone quickly and directly. <o:p></o:p></span></div>
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<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">"Using Rhythm allowed us to directly communicate the hilarious premise of the film to the precise audience that would appreciate it. This activity contributed to a very strong opening weekend” said Zac Stephenson, Communications Director at MEC. <o:p></o:p></span></div>
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<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Objectives<o:p></o:p></span></b></div>
<ul>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Target only adults 16-24, who are hard to reach exclusively<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Increase awareness for the upcoming release of the comedy Drillbit Taylor<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Obtain new entries to competition via WAP banner ad<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Grow opening day crowds to film, remind customers of movie release date<o:p></o:p></span></li>
</ul>
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<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Solution<o:p></o:p></span></b></div>
<ul>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Use mobile video ads to increase the number of views of the Drillbit Taylor film preview<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Use Rhythm’s demographic information to add a targeted element to a broader campaign <o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Use companion banner ads to engage with the consumer and allow them to sign up for the competition<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Frequency manage ads to target audience<o:p></o:p></span></li>
</ul>
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<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Results<o:p></o:p></span></b></div>
<ul>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Campaign with Rhythm helped increase strong opening weekend for film<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Exact targeting to a younger audience made sure the movie preview reached the exact audience that would be most likely to see the film<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Delivered video ad impressions as planned to only 16-24 adults<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">6.9% click through on WAP banner<o:p></o:p></span></li>
</ul>
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<div><i style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution on previous Paramount campaigns<o:p></o:p></span></i></div>
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<ul>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">16% spontaneous awareness recall<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">62% prompted awareness recall <o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">55% correctly identified the exact release date of the film<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">41% said they were more likely to go and see the film<o:p></o:p></span></li>
<li><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">18% said they would definitely see the film<o:p></o:p></span></li>
</ul>
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