CASE STUDY: How Transformers changes consumers' online experience

Background
Launched in June, the ‘Transformers: Dark of the Moon’ movie was distributed by UIP Singapore. To increase awareness and generate buzz, UIP set to transform the consumers’ online experience, with its long-term media agency MEC Singapore and Microsoft Advertising.

Aim
The campaign was designed to integrate the movie brand experience into consumers’ everyday conversations in a fun and expressive manner, helping to increase awareness and generate buzz around the movie launch.

It was also to showcase online advertising innovation, while integrating multiple media channels to help UIP to reach the widest possible audience, generating huge awareness in the country.

Execution
The online element of the marketing campaign was initiated through Windows Live and XinMSN. Using Windows Live, the team created a downloadable Transformers-themed Windows Live Messenger personal expression pack, which enables advertisers to create a cohesive brand experience.

A dedicated web page on the XinMSN entertainment channel provided background to the film and multiple Transformers themed banner ads linking to the downloadable Windows Live Messenger personal expression pack.

Anyone who downloaded and installed the Windows Live Messenger personal expression pack on their personal computer could automatically post a Transformers badge to their Facebook profile, which helped to generate further interest from friends and family, thereby creating a viral effect. 

At the premiere of the movie, UIP Singapore worked with Microsoft Advertising to set up a co-marketing promotion booth, where members of the public were asked to add the Transformers badge to their Facebook profile. These moviegoers were given a free USB thumb drive pre-loaded with the Transformers Windows Live Messenger personal expression pack.

As part of this social media component of the campaign, users who clicked on the Transformers Facebook badge would have the option to download the personal expressions pack, or alternatively republish the link through other social media channels such as Twitter.

Results
The two-week campaign saw Windows Live Messenger personal expression pack downloaded 33,110 times from the one click download site, as well as 32,180 times through the ‘Featured Item’ section of Windows Live Messenger.

UIP Singapore achieved a notable viral impression rate of 253,493 from its customised design elements in the Windows Live Messenger personal expression pack such as emoticons, winks and badges.

The ‘Transformers: Dark of the Moon’ movie defeated the previous record-holder and became the industry’s biggest five-day weekend opener of all-time by grossing US$3.9 million (SG$5.1 million) in ticket sales.