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A Mighty Heart (Paramount Vantage)
Agency: MediaBanners
Concept: Website Extension
Situation Profile
- Paramount Vantage, the studio behind “An Inconvenient Truth” planned to release the movie A Mighty Heart, a drama about the life and murder of Wall Street Journal reporter, Daniel Pearl, starring Angelina Jolie, on June 22, 2007.
- They enlisted the services of a leading Entertainment Creative Agency, MediaBanners, to focus on the creative execution.
Campaign Marketing Objectives
- Drive box office sales
- Boost film awareness and buzz through increased online engagement
- Develop and prolong the life of the movie
Campaign Strategy
- Targeted Reach at Scale
Employed vertical and site targeting within the Google content network to reach priority segments including political enthusiasts, news readers, and literary junkies.
- Interactive New Format with an Extended Shelf Life
Websites within websites: Integrated multiple ad size formats for their campaign
Viral: Provided users with a takeaway that they could add to their iGoogle homepages, among other properties
Integrated Actual Daniel Pearl Stories: Through a partnership with the Wall Street Journal (WSJ.com), the gadget ad featured select stories written by Daniel Pearl during his career
More success stories » |
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"In comparison to other forms of rich media, the gadget ad allowed us to create a very strong mini-film site through the Google content network.
The Google Gadget Ads surpassed expectations in terms of functionality, design and most importantly performance.
Google was an excellent model for creative development and seemless execution; bringing mini-film site functionality to a standard size ad allowed the Google audience to engage immediately with our film through compelling features like video, dynamic data feeds and sharing capabilities.
This ad was the ideal canvas to capture the emotional and tragic story of Daniel Pearl."
Bladimiar Norman, Paramount Vantage
Head of Interactive Marketing
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