Fox's marketing objective was to demonstrate the film’s intriguing premise, Sci-Fi effects and intense elements through rich media formats. They wanted to reach the elusive 18-34 male demographic and entertainment savvy/device junkies in a relevant way.In an ad effectiveness study, Fox gained insight showing gamers are more likely to notice film advertisements on TV and online and less likely to notice film posters. Because Fox needed to capture consumer mindshare in a way that was extremely interactive, intensely social and highly personal, they turned to Xbox LIVE. In addition, it’s the fastest growing network on TV, adding one new member every five seconds and currently reaches just as many people as a mid-sized TV cable network.

The TDESS campaign on Xbox-LIVE reached over half a million of their core target demographic. These users interacted with the campaign through downloadable content, including over 330,000 total trailer views. The Xbox-LIVE campaign delivered close to 41 million impressions with click through rates as high as 12% in Spain and an international campaign average of 7.68%.•72% of respondents had a positive response when viewing the ads and trailers within a gaming environment, even higher than viewing trailers at the cinema.•Further evidence of the campaign's success was the TDESS#1 ranking in global box office sales for first week release.