MiQ MOBILE UNIT GETS AUDIENCES HOPPING FOR SONY

Sony goes beyond the standard banner to create a Peter Rabbit sensation

GOAL

Sony Pictures and Universal McCann needed a way to drive awareness, excitement and ticket sales for its newest animated feature, Peter Rabbit. It faced competition from other new releases coming out around the same time, and the challenge of building awareness with its young target audience without the ability to target children directly. The campaign goals were:

SOLUTION

MiQ helped Sony create an innovative and engaging mobile campaign to draw attention to Peter Rabbit and bring families to theaters

Synced mobile ads to both Peter Rabbit spots on TV and to competitive spots for conquesting

Created a first-of-its-kind mobile game unit that offered an interactive experience parents and kids could enjoy together during co-viewing moments, including:

RESULTS

Campaign results soared above expectations and industry standards. The mobile game unit not only drove engagement, it resulted in direct ROI in terms of ticket sales.