2012 OMMA Awards Finalist: Integrated Online Campaign: Entertainment: Movies, Eventful, Universal Studios
Campaign/Web site: Battle of the Bases, Demand it! And Reward Our Troops!, by Eventful, Inc. for Universal Pictures
Eventful was very smart to use active military personnel to spread the word about the movie Battleship, achieving large market penetration organically. They set up a “Battle of the Bases,” in which American military bases competed for the chance for an advance screening of the movie, and the military members and the public spread the word themselves via social channels in an attempt to get the most votes for their base. The winning bases then generated over 500 reviews from members of the military, lending a serious boost of macho cred to a movie that was originally based on a board game.
Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012