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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.
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
"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
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
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>.
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)