Commentary
ChaCha - Paramount Pictures / Transformers: Revenge of the Fallen
- by OMMA Magazine Writers , September 15, 2009
Paramount Pictures / Transformers: Revenge of the Fallen
http://partners.chacha.com/case-study-tranformers-revenge-of-the-fallen/
Finalist Mobile Marketing: SMS Campaign
To build awareness and anticipation up the release date of the Transformers sequel, ChaCha engaged moviegoers with as SMS campaign that served up a new set of daily creative counting down the final week before the opening. ChaCha served nearly 1 million conversational text ads that had males 18-34 showing a huge 58-point increase in mobile ad awareness. Beyond that, unaided brand awareness increased by a 27 percentage points, and purchase intent by 10 percentage points, out-performing mobile norms by a significant margin.
ChaCha: Phil Reding, Sales Manager; Bethany Derringer, Marketing Program & Events Manager. Mediaedge:cia: Danny Englander, Junior Media Planner.
