| Title | UIP SUMMER MOVIE SELECT |
| Brand | UNITED INTERNATIONAL PICTURES |
| Product / Service | MOVIE PUBLICATION |
| Category | A10. Best Integrated Content Campaign |
| Entrant | YAHOO Taipei, CHINESE TAIPEI |
| Entrant Company: | YAHOO Taipei, CHINESE TAIPEI |
| Contributing Company: | YAHOO Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Wiona Liu | Mec | Manager |
| Samuel Hsu | Yahoo! Taiwan | Senior Sales Manager |
| Edward Chen | Yahoo! Taiwan | Manager/Strategy Planning |
| Anzro Tsai | Yahoo! Taiwan | Senior Strategy Planner |
| Randy Chen | Yahoo! Taiwan | Associate Project Manager |
With the launch of many popular movies, Q2 is the high season to movie publishers. All movie publishers invest a great amount of budgets in order to attract consumers' attention. United International Pictures (UIP) is one of the publishers with highly entertaining movies expected to launch during Summer. To achieve its goal, UIP collaborated with Yahoo! Taiwan, aiming for the best possible promotion for its upcoming movies.
[Challenge] Summer is the season when many popular films were published. Under such strong competition, movie publishers were seeking for opportunities to attract consumer's attention. [Objective] - Promote UIP's upcoming movies launching in Summer [Strategy] - Create excitement prior to movie launch: a collection of movie trailers on Yahoo! Movie property to run a long term promotion, aimed to enhance expectancy. - Maximize reach: massive use of rich media on Yahoo! to promote upcoming movies - In-depth communication: interactive online games to deepen users' awareness toward movie characters or contents. - Trigger action: provide free tickets to encourage users to go the the theaters - Online ticketing: integrated online ticket service to urge users to take immediate action [Execution] - Arrange "Summer Select" area to give users up to date and neutral recommendation of popular movies. - During each movie's launch period, customize particular movie special to provide in-depth movie information and enhance preference via interactive games.
- Plenty of movie relevant information (trailer, behind the scene, featured celebrity's interviews) - Heavy exposure on Yahoo! Movie property
- High exposure: a total of 560,000,000 exposures; with a highest of 140,000,000 single movie exposure. - High user engagement: with an average of 0.72% CTR; with a highest CTR of 1.57%; during 10 days promotion period, one single movie can attract the highest of 50,000 visitors. - Leverage actual movie sales: achieved over 14,000 online ticket reservation (approximately 60% increase in monthly online reservation rate) - Client satisfaction: return in 2012 with a 25% increase of each movie's budget.