Movie Studio: Buzz

Movie studio builds buzz with AOL Homepages and content

The holidays are filled with new movie releases. But how does one studio make its film stand out from the rest? With homepage ad placements and integrated content from AOL Advertising.

Challenge

A major movie studio went online to generate buzz and determine demand for one of their films. The studio also wanted to tie the movie into seasonal events and sustain momentum throughout the holidays.

Solution

AOL combined Moviefone editorial and AOL Homepages to generate awareness, align with the film with seasonal content, and measure demand for national distribution.
Integrated placement on the AOL Homepage one week prior to release pushed visitors to a Moviefone editorial landing page, helping build interest and increase demand for the movie.
AOL Homepage ad generated awareness and drove ticket sales for expansion of national release. Custom Seasonal Module on AOL Homepage aligned the film with seasonal tie-ins. Custom Content Module drove traffic to seven custom editorial features within Moviefone.

Results

The three-week campaign was a success, helping the film generate 1 million “demands” in record time. AOL also helped generate awareness, drive sales, and sustain box office numbers through the holiday weekend.
Integrated AOL Homepage placements performed well for this film: AOL Spotlight achieved 6% CTR and 180,000 ‘demands’ for film distribution.
AOL Spotlight drove 1.2M clicks against 37M impressions. Custom content module received over 1M clicks against 60M impressions.
The film surpassed box office expectations, coming in #1 for the weekend leading up to the holiday.