Case study
Disney - Pirates of the Caribbean
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Pirates of the Caribbean
In cinemas summer 2003 First movie in the new Disney series of non-animated large-scale movies targeted at adults and families High importance for Disney to have a successful start
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Help, LYCOS has been hijacked by pirates!
As the central starting point for all activites, serves the imaginative situation of LYCOS having been hijacked by pirates The shared story of all activities made integration across sites and channels easy, and furthermore helped to give the users a united campaign experience, making the campaign appear as a whole, instead of fragmented advertisements
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Basesite
• The rallying point for the campaign was a basesite where the users could watch the movie trailer and take part in a competition • From there they were linked to: LYCOS Fight Club LYCOS Chat • The basesite was also drawing users from the Chat to Fight Club and vice versa, an additional exposing the campaign to the users
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Fight Club
Frontpage
Fight Club is an email-based game, in which characters in comic-style fight each other by choosing attack and defense moves and ”secret” weapons
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Fight Club
• The viral game Fight Club was in the campaign period entirely ”piratised” and new functionality was added, which the users could only access after having watched the movie trailer •A newsletter was also sent out to the more than 5.000.000 registered players with information about the campaign
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Fight Club – All ingame characters where changed
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Fight Club – new ingame-backgrounds
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Fight Club – new secret weapons
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Fight Club – Character selection
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Fight Club – Ingame
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LYCOS Chat
The LYCOS chat, with more than one hundred thousand active chatters was another place to integrate the campaign
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LYCOS Chat – Pirate room
A ”Pirates of the Caribbean” chat-room was created, giving the chatters the possibility to start a fight from the chat
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LYCOS Chat - Fansite
The game was so popular that several independent fansites appeared
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Results - Statistics
•1,3 million played pirate games in Fight Club. •6,8 million page impressions of the basesite •1,2 million unique visitors •140.000 views of the trailer
Disney Europe were so pleased with the site and the campaign that they decided to promote it instead of the official American site, in tv-commercials on MTV
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Survey
To measure the effect of the campaign a survey was launched with the following question:
Are you planning to see the movie ”Pirates of the Caribbean”?
The survey ran in Germany, Denmark, Sweden and Italy and had a total of 3278 respondents
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Survey - Results
All respondents: Are you planning to see the movie ”Pirates of the Caribbean”?
33%
42%
Sure / Probably Maybe Probably not / Definitely not
25%
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Survey - Results
Respondents who visited the basesite*: Are you planning to see the movie ”Pirates of the Caribbean”?
14% 19% 67%
*Measured via cookie and control question.
Sure / Probably Maybe Probably not / Definitely not
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Survey - Results
Are you planning to see the movie ”Pirates of the Caribbean”?
Sure / Probably Maybe Probably not / Definetely not
All 42% 23% 35%
Visited the Change basesite 67% 19% 14%
+ 25% - 4% - 21%
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Survey - Results
The increase in users who answered ”Surely” or ”Probably” of 25% equals, calculated together with the number of unique users on the site:
300.000 extra tickets sold!
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Statement
“It is becoming hard to engage our audience and stand out in a fragmented media space. The Pirates of the Caribbean: The Curse of the Black Pearl promotion with LYCOS was the perfect marriage of taking existing creative, incorporating our product and making it relevant to the right demographic. Through this, we achieved media cut through, creative stand out and an impactful and compelling message. Adam Rubins, Senior Marketing Manager, Buena Vista International”
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Thanks for your attention
mediacenter@lycos-europe.com
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