Case study: Joost delivers digital campaign for Kung Fu Panda 2
Adconion Media Group’s digital distribution platform Joost has delivered a new pre-roll in-stream video ad for animated movie Kung Fu Panda 2.
The announcement:
July 11, 2011 –
Brand marketing digital distribution platform Joost has delivered a high kicking, hard staring, photo snapping level of awesomeness in its latest digital campaign for Kung Fu Panda 2and Paramount through MEC Sydney.
The campaign is the first in market to make use of the new iRoll® pre-roll in-stream video advertising product now available across the Joost DDP, which is part of the Adconion Media Group.
According to Heather Griffis, Digital Account Manager at MEC Sydney, the opportunity to use iRoll was very timely.
“Our primary objective was to deliver the Kung Fu Panda 2 trailer, however, our client had provided a vast array of engaging assets and we wanted to leverage a digital distribution mechanism which combined both; plus, achieve the greatest level of brand exposure and consumer engagement. When the brand team at Joost showed us their new interactive product, it was a seamless decision, since it delivers pre-roll and incorporates multiple engagement opportunities, all without leaving the video player.”
The Kung Fu Panda 2 iRoll unit was custom built with sophisticated features including videos, character information and photo galleries combined with a raft of applications, games and links through to social media environments.
Peter Davies, Managing Director of Adconion Media Group explains, saying ”the campaign units look and behave like a microsite but all assets, offers, promotions and engagement points are delivered through the video ad unit. So without leaving the publisher’s site, the consumer can get all the information about the movie and the characters, be tempted to take on Po at a hard-core staring competition or even use their own webcam to take a photo of themselves in the Kung Fu Panda 2 booth, which automatically superimposes a background with the characters from the movie. It’s a whole new level of intelligent, engaging campaign awesomeness!”
Media Distribution
The media is being distributed across Entertainment, Lifestyle, Movies, and Kids video content, plus Adconion is layering on targeting to People 13-39 and Grocery Buyers with Children.
Initial Performance
Early performance results indicate a high level of interest in the film, with the engagement metrics exceeding performance expectations. The highest engagement metrics are coming from the Characters Tab and Videos tab. This visually pleasing, condensed version of the Official Kung Fu Panda 2 site, inset within the video player gives the user the ability to interact with rich, entertaining materials without leaving the video player; thus, time spent and engagements within the unit are delivering satisfactory for this campaign.
Source: Joost press release
