Results and Effectiveness

With only 1 activation during Water Festival, there was much PR and buzz both offline (television, newspaper) and online , 1.8 millions video clicks with 355 comments and 719 shares. The campaign went viral and was picked up and reviewed by leading websites and newspapers both locally and internationally – The Sun Singapore,Yahoo.com, Msn.com, no. 1 network news, Metro.co.uk. Many celebrities participated through their private instagram (estimated value of endorsements = USD 200,000) We got them all for free. Result: No. 1 Box Office revenue amongst all Super Hero’s movie of all time.

Creative Execution

The agency hired Bie, a famous online personality, to appear in Iron Man’s outfit to visit Chiang Mai’s Songkran festival. The character suddenly became the center of attention. The audience immediately began engaging with the hero. A TV reporter from Channel 3 also borrowed the costume while reporting live. Many took photos and shared through their social network such as Line and Facebook, drawing even larger crowds. Several versions of the hero were produced after the event by users and posted online such as an Iron Beam manual – a step by step how to shoot an Iron Beam, demonstrated by a Tai Chi practioner shooting into the air, as an example. YouTube stars like FedFe’ produced their own version of the trailer. All imitated the Iron Man’s hand and body gestures and a parody clip replicating each scene from Iron Man 3’s trailer using hilarious actors, objects, situations and innovations.

Insights, Strategy and the Idea

Our challenge is to heighten its historical success by appealing to a wider target audience given; higher competition from Fast and Furious 6, Star Trek into Darkeness and top local Rom Com – Pee Mak Phrakanong and limited budget with higher media inflation. Thailand is a country that has a new viral event every day in social media life. There are many internet idols who want to get attention. In consequence, they have to draw attention continuously from the social media community. This results in every social user looking for the next upcoming trendsetter We inspire the internet idols by using Iron Man to visit Chiang Mai during the Songkran Water Festival where over a million people participate in the event . We knew that local media wouldn’t be able to resist covering the story of a man “in an iron suit” attending their Songkran