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Overview

This movie studio used a custom sweepstakes, promoted throughout social and display media, to gain 164K+ entries and promote the launch of the movie Mr. Peabody & Sherman.

The Opportunity

DreamWorks Animation was launching the movie release of Mr. Peabody & Sherman, an animated film about the most accomplished dog in the world and his mischievous boy Sherman, who use their time machine to go on the most outrageous adventures known to man or dog.

Their main objective was to drive awareness of the movie. They had also identified families as the most attractive segment to reach for this movie. Given travel’s organic role in the film, the alliance between Expedia Media Solutions and DreamWorks Animation was a natural fit.

The Solution

Expedia Media Solutions, DreamWorks Animation and its agencies collaborated to create an innovative campaign that would drive awareness for the film through a custom sweepstakes. Sweepstakes winners could win their choice of a trip to any of Mr. Peabody’s featured destinations: Greece, Italy or France. The campaign launched two weeks prior to the movie premiere to build awareness right before the movie opened.

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Beyond the sweepstakes, the multi-faceted campaign also included a custom destination theme store on Expedia with special deals for destinations featured in the film as well as social placements across Facebook, Twitter, Google+ and the Expedia Viewfinder blog.

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The Results

The campaign was extremely successful in building awareness of the film through high engagement measured through contest sign ups driven by display and social media.

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186K
Sweepstakes Entries
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73K
Facebook Impressions
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28M
Twitter Chat Impressions
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16.5M
Twitter Interview Impressions
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125K
Google+ Views

Awards

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Digiday Content Marketing Awards
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Platinum Hermes Creative Award
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Silver Magellan Award
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Bronze HSMAI Award

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