Let’s take a Throwback Thursday trip back in time to a campaign we partnered on with DreamWorks Animation for the launch of their mega-hit movie, Mr. Peabody & Sherman. The film premiered in 2014 in the United States – ultimately grossing nearly $300 million in worldwide box office. Leading up to opening night, DreamWorks Animation wanted to build awareness of the movie, specifically among families, while incorporating travel—and specifically time travel—since this was a central theme of the movie.
We put on our thinking caps to consider how we could use social media and some of the unique story-lines from the movie to really build online engagement. People love talking about travel, so we started with a Twitter chat and asked, “Where in history would YOU travel to?” This sparked an online conversation resulting in more than 16 million impressions.
We also developed a “blog carnival” on the Expedia Viewfinder blog, with online content from more than 10 bloggers. Expedia Viewfinder is a comprehensive travel blog with insider destination tips from bloggers of varying demographic groups from families to moms to luxury travelers. One of the bloggers conducted an online interview with Mr. Peabody & Sherman, which produced another 16.5 million impressions and extended the campaign reach by an additional 1 million online viewers.
The campaign also included a destination theme store and microsite on Expedia that featured exclusive deals for the destinations featured in the film – supported by creative content across our Facebook, Twitter, and Google+ pages. All of this pointed to a custom-designed online sweepstakes with a grand prize trip to Greece, Italy or France – beautiful locales visited by Mr. Peabody & Sherman during their movie adventures. The contest launched two weeks prior to the premier and built excitement right up to opening night. Overall, the campaign pulled in nearly 30 million Twitter impressions and drove more than 186,000 sweepstakes entries!
The industry has applauded the campaign as well, which won the Hermes Creative Award Platinum for Consumer Engagement, the Magellan Silver Award for OTA Advertising/Marketing Campaign, an HSMAI Adrian Bronze Award, and was shortlisted in the Digiday Content Marketing Awards for the Best Use of Twitter.
The Mr. Peabody & Sherman campaign with DreamWorks Animation is a great example of using online and social media engagement strategies and content to build interest and excitement around a product launch or brand.
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