The Web Marketing Association is proud to present this 2013 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Movie Rich Media Online Ad
Leading up to the release of Ghost Rider: The Spirit of Vengeance, Sony Pictures engaged RED to develop a YouTube Rumble page that would reflect the dramatic effects associated with the popular comic book and big screen anti-hero, Ghost Rider, and the film genre in general. This campaign aimed to create and build awareness around the theatrical release of Ghost Rider 2 and drive video views of the trailer on YouTube. Our ads sought to target males ages 12-24, including super fans of the comic book and film series, and action-genre film fans alike.
To achieve the same creative feel and look in the rumble page as seen in the film, we coordinated a photo shoot, performed physical 3D modeling, and developed original digital assets using After Effects and Maya to create a realistic flame effect and fiery chain. The YouTube masthead, one of the most coveted and premium ad buys online, ran as a single day, same-as-launch placement to drive traffic to the rumble page with the call to action �Unleash the Rider.� Our rumble page performed extremely well for an execution of this type with 372K total views. The YouTube masthead ran in conjunction and support of the rumble the Monday after the Super Bowl with ad 50% SOV and delivered 31MM impressions and over 60,000 clicks to the YouTube rumble page execution.
Contributors:
RED INTERACTIVE AGENCY
Location: USA
About the Agency:
RED is a full-service digital agency. We are comprised of experienced strategists, creatives, technologists, designers, marketers, storytellers, and inventors. And together we form a passionate collective dedicated to creating the most meaningful and effective digital solutions for progressive brands. We consistently deliver results for our clients by first gaining a deep understanding of their needs and target market, and then combining insight-driven strategy & ideation with the highest levels of execution. Ultimately, we find gaps in the marketplace and bring our unique brand of innovation to the digital landscape.