The Campaign

Leveraging the new capabilities of Aurora™ HD Video technology, Disney created a virtual treasure hunt that encouraged consumers to pay attention to the trailer and look for specific items. Consumers were instructed to find three specific items during the film, and when the item came on screen during the video, the user could tap their phone to “collect the treasure.” For each treasure found, the consumer was awarded with an exclusive piece of video content that was available to view when the trailer was finished playing. The custom trailer was built around the three “treasures,” to ensure that all three were on the screen long enough that consumers would be able to react and collect them, but not so long that a consumer was guaranteed to automatically get all three (and if they didn’t get them all, they were incentivized to play again).

Creative Execution

To test the effectiveness of the new Aurora™ HD Video technology, we ran an A/B creative test where the campaign was compared against the same video, without the interactive elements. The campaign started 2 weeks before the movie release being active until 1 weeks after. We used a frequency cap of 5 a week and we saw that users that interacted once, kept interacting to unlock more videos every time the ad was in their devices. This is a proof that the creative and interactivity was very entertaining and engaging. To target massive audience among kids, teens 13-17 and parents we placed the video in the best brand safe entertainment mobile applications and adventure games in the country

Goals for this campaign were blown out of the water! Metrics include: - Engagement 46x higher than competitor’s benchmarks * - Viewable Completion Rate - 3x higher than Moat industry benchmarks - Viewability - 2x higher than industry average This new, interactive pre-roll unit was 6.6x more interactive that of previous Disney films, highlighting the opportunity to provide similar interactive mobile video experiences in the future. *Innovid’s Q1 benchmarks The campaign was featured in multiple press articles, including Adweek, VentureBeat, The Drum and more. The press coverage included videos of the Disney creative, to demonstrate the innovative nature of the technology to readers. The campaign was very successful. In the office box the film was the highest movie opener of 2017 and the best performer. As the very first campaign to use the new technology, Disney helped usher in a new type of mobile advertising into the larger advertising ecosystem.

Movie trailers are by far the best way to create buzz around a movie. If we wanted to generate a big buzz, we needed to leverage movie trailers in the medium that the target audience uses the most to consume media. Mobile. We joint the two and took movie trailers to a whole new level getting users involved in the plot before the movie reached the theaters. Disney became the first brand to use Aurora™ HD Video, a new type of mobile video format that enables true interactivity with video content in a way never before possible facing challenges like the high video stall rate in ID by using buffer free technology. Disney measured effectiveness by looking at how frequently consumers did in fact engage. The target audience was segmented into 3 distinct demographics: kids, teens 13-17 and parents.