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LEADING ENTERTAINMENT ADVERTISER: MOVIE PREMIERE
New movie coming out? Launch it in the mobile world…

A leading film studio came to Millennial Media to build awareness for the theatrical release of its new comedy, with a focus on driving traffic to its WAP site and generating film-related content downloads.

Millennial Media ran the movie's campaign across its premium MBrand network. The MBrand network is comprised of premium publishers whose rich content is proven to attract and engage consumers. The campaign ran for one month – leveraging both content channel and carrier targeting – in order to reach and influence a vast array of desired filmgoers.

Ads promoting the filmwere served across the MBrand network to consumers primarily browsing games and entertainment content. As users clicked on the ads, they were taken to custom landing pages where they could download movie-related ringtones and wallpapers. The landing pages also promoted additional upcoming studio film releases.

The first day of the campaign (a Friday) delivered the highest volume of impressions, with a solid click-through rate of nearly 3%. The second-highest impression day was two-weeks later, on a Tuesday, which produced a campaign-high click-through rate of nearly 7%. The entertainment content channel garnered the highest click-through at an impressive 6.93%, followed by news (4.96%) and community (4.89%). The games channel delivered a strong response as well – with a click-through rate close to 3%.

The studio was immediately pleased with the results – as the campaign reached a variety of consumers and delivered record returns among its primary target consumers.