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When 20th Century Fox say that we need to reinvent the way stories are told, then it’s probably worth listening.
Over the last 18 months 20th Century Fox has transformed the way they market their films online and in a recent project with Unskippable Labs at Google they tried 3 different approaches for 3 movies with some really interesting results.
They ran video ad sequencing campaigns on 3 movies set for home release:
The 3 sequencing options they tested were:
This involved creating a sequence including 3 video ads of different lengths:
…and here it is
This sequence was used for Deadpool 2 – already a box office success so Fox were aiming to beat all the records for the most downloaded action movie of all time.
The conditional sequencing involved serving viewers content based on their reaction to the previous video ad they have been served.
So if they skipped the ad they got a direct message froom Deadpool himself….
The other video ads in the sequence included a new chapter from the ‘Super Duper Cut’ – a scene that hadn’t featured in the original cinema version of the movie. The final ad in the sequence was a simple call to action letting the viewer know that the video was now available for download.
The final movie they used during this test was The Predator – which hadn’t really worked out at the box office so needed a different approach.
They went with a 5 bumper ad sequence (6 seconds) aimed at drawing viewers in and creating an audience for the home release of the movie.
This is my favourite of the ads in the sequence:
This is only a summary of the findings from the report which can be found in full at Think with Google blog.