LISA
MONTGOMERY
Producer, Director, Writer
Magic Carpet Creations
Ben 10 Ultimate Challenge virtual Game Show - Client Bandai
Bandai are big licensees for Ben 10 product, so it was important we created something massive to support the new range of toys. We did this by emulating the appointment to view Ben 10 TV Game Show online.
Bandai product featured across the site it was a balance to stay in keeping with the actual real show, not being too intrusive and providing a viable commercial offering. There were five mimic rounds; similar to the ones that the on air contestants faced. Users could also build their scores and check them out in a leader-board to see where they stood in the country's online rating, so at the end of the campaign we would have an Ultimate winner.
Other features included an Avatar Creator, made from product, to enhance the user's ET experience alongside an alien name creator. There were also 'exclusive clips' and 'behind the scene' action.
The prize was an exclusive Ben 10 figurine made in the image of the winner themselves. Hero Up!
Rich Media Banners populated our sites heavily. In both commercial form and on sponsorship of Toys R Us in Ben 10 areas.
Online Ultimate Challenge Results:
- Over 81,000 total competition entries were received to date across all markets.
- Over 632,252 visits
- Time spent on the site on average 13 ½ mins , outperforming all three Ben 10 show sites during the same period.
- Consistent high engagement maintained across the 10 week campaign period.
- Kids returned to the dedicated Bandai show site, this was above average across all markets. In particular for Poland, kids visited the site on average 3 times.
- Excellent click rates across all countries and formats.
How to Train Your Dragon online
Client - Paramount
How to Train Your Dragon Results
Over 7,200 Unique Users
Average Time Spent 6 mins
Over 2.7% ctr on skyscrapers
1275 competition results
More importantly Paramount came back for much more...
To celebrate the release of the epic new Rise of the Guardians movie, I created an online experience sending kids on a magical quest where they met each Guardian. Each time they went to a different Guardian's area, they received a bespoke Guardian's Challenge. Once each task was complete the child could then help spread the light across North’s globe.
We began the promotion with a teaser overlay to sit on the Cartoon Network site. The overlay appeared over the top of the editorial centre of the page to introduce the theme of North’s Globe. The Globe appeared all twinkly. North then appeared in his sleigh and delivered the message “Spin my Globe to start your quest! It’s time to believe once more!”.
The campaign then continued with a bespoke Rise of the Guardian's microsite that was hosted on the Cartoon Network site. Once played, each game unlocked a virtual prize. There was also character, film synopsis, links to official sites, trailers and movie release information. Below are some slides of the users journey.
This campaign went out in 8 countries including Korea and Brazil.
The project was approved by Paramount and DreamWorks. DreamWorks were especially pleased with the delivery. I turned this around in a month.
For a glimpse of the accompanying on air, aspect of this check out the video section. We drove to the online How to Train Your Dragon area through a simple on air message tag to win 'fiery' prizes online. We had a burn through loading page, highlighted trailer,story and characters, including detailed explanations of Dragon types. There was also a 'Fry by' game to play, on completion users could enter the competition. To really get into the spirit of the adventure we included a download scorching tool. The results were good and actually led to a lot more business, one of their future campaigns can be seen below.
Rise of the Guardians
Paramount and Dreamworks Film Pan Euro
Results:
Page views 124,239
Visits 28,817
Absolute unique visitors 26,829
Ave Time Spent (mins) 6.56
