TAGS: product introduction / stimulate word of mouth
After two decennia of scaring movie fans all over the world, 20th
Century Fox finally decided to release the Alien Quadrilogy DVD
Collection. Icecards were used to create a buzz around the release of
this 9 DVD box in the Benelux. Consumers could go to
www.alienquadrilogy.nl and order their set of personalized icecards.
CAMPAIGN FACTS• Online: 21,000 unique visitors / 205,000 pageviews
• Offline: 10,000 consumer activations / 156,000 skin impressions
• Database: 10,000 records
OBJECTIVES AND TARGET GROUP
• Reach a target group consisting of movie fans in the age of 16 – 28 years
• Create buzz / word of mouth in the target group
• Create sympathy and high impact branding
• Generate user data profiles and store traffic
• Uplift in web traffic for alienquadrilogy.nl
• Product features and on site promotion via the email campaign
CAMPAIGN SET UP
20th
Century Fox ran a campaign of 10,000 sets, each set containing 20
icecards. Kick off of the campaign was done thru an Alien Quadrilogy
branded email campaign on the Icemedia database. To further promote the
campaign a link on icecards.com was used.
Two different
visuals could be selected on the order website, while also two
different text templates were offered. After ordering, consumers
received their Alien Quadrilogy icecards within two weeks at home and
could start handing them to their friends and acquaintances,
stimulating word of mouth for the new release.
CAMPAIGN RESULTS
The Alien Quadrilogy icecards were hot! All 10,000 sets were ordered and distributed in only 19 days.
80%
represented the age group of 14 – 25 years. The average age of the
people ordering cards was 24 years, peak lying at 15 years. The
campaign generated a significant amount of web traffic, resulting in
21,000 unique visitors. This means that almost 50% of the visitors
(since 10,000 sets were ordered) ordered a set of icecards.
Interestingly, with limited other promotion the campaign generated
enough rumor to get people ordering their cards.
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