Paramount
Dinner for Schmucks

Objective

Paramount Pictures have utilised mobile on many occasions, but for the theatrical release of Dinner for Schmucks they wanted to innovate more on mobile to maximise the number of trailer downloads and views.

Solution

Given the success KPI was download, we developed and ad-served a new Rich Media integration format for smartphone.

The Big Video Page Takeover ad-unit started out life as a standard banner, but when clicked cascaded to dominate the page with a media player button embedded.  When ‘Play' button was pressed the trailer could be viewed in portrait of landscape modes.

The Rich Media banners ran across Big Mobile's premium network reaching audience within key categories; Entertainment, Social Networking, and Carriers Vodafone, 3 & Optus.

Big Mobile developed a mobile optimised site for the campaign.

Result

• Average CTR 1.6%
• Over 12,000 visitors to the mobile site
• 74% of all visitors to the Mobile site watch the movie trailer