Media > Product and Service
IN THE DRIVER'S SEAT
NETTHINK, Madrid / BUENA VISTA / 2007
Overview
Credits
Overview
CommunicationGoal
The campaign aimed to bring the Cars movie characters to life online, to enable the target audience of children to interact with elements from the film and become more involved with it. By giving users the chance to take the wheel as the main characters from the film, it created a more in-depth, integrated experience that brought together the audience, the website and the movie trailer.
Effectiveness
The campaign was massively effective with the dedicated website receiving 23,856,837 hits from 3.5m users. The trailer was downloaded over 150,000 times and more than 50,000 downloads were sent to PSP, p2p, iPod and RSS. In addition, 5,526 emails were sent to registered users.
Execution
In addition to showing movie clips, the campaign offered users the chance to interact with the trailer. This was achieved by directing the target audience to a website where they could take part in a driving game featuring all the movie’s main characters. They were able to drive the car on-screen as well as watch clips from the movie. Users also had the chance to win an iPod Nano.
MediaStrategy
Cars is a movie directed at very young children. Audience insight had told us that an experiential dimension was essential in order to spark curiosity and raise interest. The campaign therefore focused on giving the specific target audience the chance to interact with and experience the product in an interesting and engaging way. This was combined with an engaging look and feel.
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