Place-Based Video: Campbell Ewald, Navy Recruiting Command, Battleship Content Integration
The U.S. Navy cooperated in the production of the NBCU movie “Battleship” and partnered with the network to create behind-the-scenes content. It also saw an opportunity to produce custom video promoting naval recruiting, targeting the film’s audience: men 18-24. NBCU produced a 30-second integrated video segment that ran in Screenvision and NCM theaters, adjacent to the agency’s “100%” Navy commercial. Unique mobile calls-to-action also hit the big screen. The Navy’s social properties, mobile, Twitter, YouTube, saw an uptick. Smooth sailing.