Case Study - Tranformers: Revenge of the Fallen

Goal

Increase brand metrics (unaided awareness and purchase intent) for the release of the movie "Transformers: Revenge of the Fallen".

Solution

To drive last-minute knowledge of the movie's opening date and a sense of urgency, ChaCha developed a creative and interactive SMS campaign that counted down to the opening of the movie. Every day, from June 19 until June 24, a new set of creative was served, counting down the days until the movie release.

ChaCha served nearly 1 million conversational text ads targeted to the entertainment category during the 6-day campaign.

Results

In order to measure brand awareness of "Transformers: Revenge of the Fallen", ChaCha enlisted the assistance of InsightExpress, a digital marketing research agency that measures advertising effectiveness, to complete a study of ChaCha users before and after the ad campaign.

Unaided brand awareness for "Transformers: Revenge of the Fallen" in the week leading up to the movie’s release increased by an unprecedented 27 percentage points. Purchase intent increased by 10 percentage points.

The campaign also outperformed mobile norms in unaided awareness and mobile ad awareness, and matched or outperformed the norm in purchase intent. Several demographic segments drove the increases:

• Teens (the majority of the sample) showed increases in unaided awareness, mobile ad awareness and purchase intent
• Slightly older respondents (19-24) responded best, with increases across all metrics
• Males 18-34 showed a huge 58-point increase in mobile ad awareness
• Respondents who went to four or more movies in the last two months were most positively impacted by the ad campaign

The survey also noted that ChaCha’s audience was extraordinarily engaged and eager to take the survey, allowing for large sample sizes. InsightExpress hadn’t seen that level of engagement in a long time, demonstrating how powerful it can be when the right message is sent, at the right time, to the right audience.