mdex

Awards Preview – Most Effective Native Advertising Campaign

David Murphy

Mission


Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, it's the turn of the Most Effective Native Advertising Campaign category.

Paramount Pictures International, MEC and Phunware – Mission: Impossible - Rogue Nation
Last year, MEC was challenged to put together a global plan to create awareness for Paramount Pictures International’s new summer blockbuster, Mission: Impossible - Rogue Nation. Through the research it conducted with Paramount, MEC knew that mobile devices were the primary screens for film’s target audience of people aged 15-44 with a male skew. So MEC wanted to leverage mobile technology to showcase the film and enable audiences to experience the adrenaline rush and high-speed scenarios of Mission: Impossible.

To do this, MEC knew that it needed to go beyond delivering pre-roll video across the mobile ecosystem. Users needed to feel as if they were part of the Impossible Missions Force (IMF) agency and feel the rush in the palms of their hands. To do this, MEC partnered with Phunware, which was able, via its Phusion native brand placements, to help create custom levels that integrated the film and its characters into two popular mobile biking games.

Many app integrations are very light in nature, including only simple logo placement or a quick asset swap. However, together with Paramount Pictures International, Phunware and the two game developers, MEC was able to design, create and execute these deeper, 100 per cent custom-built levels in two popular mobile games that reached the target audience, with new levels; in-game characters based on characters from the film; push notifications announcing the new content; and branded intro and load screens. The result was a 360-degree experience that allowed users to learn about the film while having fun with the games they already loved.

The Phusion native brand placements delivered 13m gameplays against the target audience. In addition, the media portion of the campaign delivered an 87 per cent video completion rate and a 6.65 per cent clickthrough rate. The movie was one of Paramount’s most successful titles at the box office last year, with $65 million (£53m) in 40 international markets on its opening weekend. It has since earned upwards of $682m worldwide.

InSkin Media – PageSkin Edge on Smartphone
The brief for this campaign was to raise awareness and drive adoption of InSkin Media’s new smartphone ad format to a target audience of media agencies and publishers.

In order to showcase the merits of the ad format, sponsored articles were placed in key trade press titles summarising the results of the launch campaign in a case study. On the mobile web versions of the publications, InSkin integrated its smartphone ad format and ran launch partner Jeep’s ad campaign alongside the product article, thus enabling readers to see the product and form an opinion in the most relevant context.

The product launch campaign generated leads totalling over 380 times the initial marketing investment for InSkin Media’s new Smartphone ad format within two months of launch.

Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.