| Title | AFRO CIRCUS AFRO CIRCUS |
| Brand | PARAMOUNT PICTURES |
| Product / Service | MADAGASCAR 3 |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | MEC Sydney, AUSTRALIA |
| Media Agency 2 | MEC Sydney, AUSTRALIA |
| Entrant Company | MEC Sydney, AUSTRALIA |
| Media Agency | MEC Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Allister Hercus | Mec | Social Media And Emerging Platforms Strategist |
| Peter Grose | Mec | Director/Client And Communications |
First up, the box office. Madagascar 3 took $25,567,458. That’s $10m more than Madagascar 2 and 25% over target, as well as more than the original block-buster. 994,790 trailer views, +32% over the target. And 253,830 Blog post views 14,650 Total social media interactions 582 Blog comments
We invited Australia’s biggest mummy bloggers with their children to a pre-screening of Madagascar 3. So far, so normal. After the movie the kids had their faces painted as their favourite character from the movie, we then sent the families off to join the circus. Just like in the movie! An afternoon at circus school saw the kids reenact the adventures of the character. We took a film crew along to capture every moment. Each blogger was later armed with a personalized video documenting the day. This video content was used to accompany their blog posts. We equipped each blogger with branded resources to share with their communities, to bring the Madagascar 3 experience to life with their readers. Face painting tutorials, holiday ideas, competition giveaways with circus tents and juggling equipment. The personalization of the bloggers’ content gave them real emotional buy-in to share with other mums.
Madagascar 3 was at risk of being overlooked by mums and children alike. This had already been the case with Madagascar 2 and bigger blockbuster kids movies were to be released. Goals $20 million box office sales (Madagascar 2 grossed $15,093,421) 750,000 trailer views needed for this sales target. Mums look to bloggers for stimulus and inspiration. The bloggers credibility is what makes them so powerful which are why many have been turning away brand content. Bloggers are always on the lookout for great content that will engage their community. Particularly if you make it about them, especially their children. Insight: Help me, to help you Idea: Madagascar 3 appearing in a blog near you Bringing an animated movie to life in the real world By recreating the Madagascar 3 experience for mommy bloggers and their families, we would provide them with unique, engaging content to share with their communities.