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Eagle Eye Free Fall and Mobile Challenge:

A Transmedia Marketing Tool

Don't Just Watch The Movie, Live It

EAGLE EYE FREE FALL:

Ten Minute Alternate Reality Game

Prequel to movie to set up and introduce characters and concept

Game released Sept 5th, 2008 - Movie released Sept 26, 2008

Aimed at those online who enjoy science and technology/sci-fi genre combined with action gaming.

  • A natural fit between online interactivity and film.
  • Provided content that compliments film without forcing it

Gave users a positive experience to engage them and attract them to theaters.

"Allows [user] to live inside the movie experience." -- Amy Powell, Paramount SVP of interactive marketing

Characters Jerry Shaw (Shia LaBeouf) and Rachel Holloman (Michelle Monaghan) are two strangers thrown together by a mysterious phone call from a woman they have never met. Threatening their lives and family, she pushes Jerry and Rachel into a series of increasingly dangerous situations, using the technology of everyday life to track and control their every move. -- www.imdb.com

Viral Marketing and Interactive Engagement

Online interactive ARG to connect with film

Little sponsor involvement within game to keep it consistent with film

EAGLE EYE MOBILE CHALLENGE

Mobile Advertising

Banner ads embedded scenes from movie all over mobile platforms

Once clicked, brought user to Eagle Eye mobile landing page

Users entered to win $1,000 gift card to Circuit on a mobile website

Texts sent out to contestants with updates leading up to film's release

  • We've seen cross-media marketing campaigns, but this was one of the first to focus on mobile interactivity

  • "With box office competition and film budgets at all-time highs, studios and their agencies have realized that they must elevate their marketing and promotional efforts to higher levels to reach and engage users." -- Paul Palmieri, president and CEO of Millennial Media

"50% of visitors to the movie's mobile site opt into the 'Eagle Eye Mobile Challenge.' Two-thirds of participants forwarded the challenge to a friend, with 38% of those referred joining in as well." --MediaPost, Mediaedge:cia-Paramount

  • $29,150,721 Opening weekend Top Ranked
  • $101,440,743 Domestic in 15 weeks
  • $178,066,569 Worldwide

Ranked 4th in "similar movies" total gross behind "Live Free or Die Hard" (2007)

"Speed" (1994)

"Enemy of the State" (1998)

--BoxOfficeMojo.com

Won opening weekend box office, but rank decreased steadily over time in theaters

  • Only opening weekend attracted users of campaign as campaign stopped at film's release?

Production budget was $80 million, and $178 million gross worldwide. Did that meet Paramount - DreamWorks expectations?

At the time, a new type of interactive and mobile campaign that could pave the way for even more success with other films

No clear indication of success, but certainly original and engaged the audience that was involved (several blogs approved of both game and mobile marketing).

"Eagle Eye (2008)." Box Office Mojo. Web. 03 Nov. 2011. <http://boxofficemojo.com/movies/?id=eagleeye.htm>.

Interactive Annual 15. "Communication Arts - 2009 Interactive Annual - Eagle Eye: Free Fall." Weblog post. Communication Arts - Home. Web. 03 Nov. 2011. <https://www.commarts.com/interactive/cai09/EagleEye.html>.

Jamielendino. "Paramount Launches Mobile ‘Eagle Eye’ Campaign - SocialTimes.com." SocialTimes.com - Your Social Media Source. 24 Sept. 2008. Web. 03 Nov. 2011. <http://socialtimes.com/paramount-launches-mobile-eagle-eye-campaign_b2845>.

OMMA Magazine Writers. "MediaPost Publications Mediaedge:cia-Paramount Pictures, "Eagle Eye Mobile Challenge"" Web log post. MediaPost - News and Conferences for Media, Marketing and Online Advertising Professionals. 15 Sept. 2008. Web. 03 Nov. 2011. <http://www.mediapost.com/publications/article/112436/>.

Berens, Brad. "Paramount's New-style Movie Marketing - IMediaConnection.com." IMedia Connection: Interactive Marketing News, Features, Podcasts and Video. 24 Sept. 2008. Web. 03 Nov. 2011. <http://www.imediaconnection.com/content/20623.asp>.

DreamWorks Pictures Takes Flight with Millennial Media to Launch Groundbreaking Mobile Advertising and Promotional Campaign For - FierceWireless. Wireless Industry, Wireless Technology, Wireless Companies - Fierce Wireless. 24 Sept. 2008. Web. 03 Nov. 2011. <http://www.fiercewireless.com/press-releases/dreamworks-pictures-takes-flight-millennial-media-launch-groundbreaking-mobile-advert>.

Eagle Eye Free Fall Interactive Game Now Online - Entertainment News - RedOrbit. RedOrbit - Science, Space, Technology, Health News and Information. 01 Oct. 2008. Web. 03 Nov. 2011. <http://www.redorbit.com/news/entertainment/1574603/eagle_eye_free_fall_interactive_game_now_online>.

Overall Success?

Eagle Eye Opening Weekend

Box Office Receipts

Cutting-Edge Mobile Advertising

http://www.youtube.com/watch?v=mj447OBqlmw

Created to provide user the same experience that Jerry Shaw

goes through in the movie.

Incorporates mobile voice recognition with Flash

User tracks character through a series of fictional websites

Ordered by the voice on the phone to obey

User is hypothetically faced with Federal charges if they

don't comply.

(First half (1:45) is Eagle Eye Free Fall Example)

Plot

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