The Campaign

Users can open the app and place their mobile devices into a Google Cardboard. They can then view within the Google Cardboard as if they have entered a cozy living room. Users can choose a movie trailer to watch from a huge screen, and will be transported into an environment that is highly associated with the selected movie contents. Animations and interactions around the virtual environment are synchronised with the movies. 2 modes were designed in the project where users can experience the VR immersion with or without the Google Cardboard. A full screen mode was implemented for users that do not have the Google Cardboard. Users can point the device into different directions to view different angles of the environment, giving them a unique experience in view the movie trailers.

Creative Execution

The project started in October 2017 in Hong Kong and finished in November 2017 in Hong Kong, and was launched as a promotion campaign for Fox Networks Group to promote new Movies coming to Fox Movies channel. The campaign ran from November through to the end of December in 2017, and attracted lots of engagements from the South East Asia region. The app was deployed onto the App Store and Google Play throughout the Asia region, and promoted through social media to attract installs. Fox Networks Group also collaborated with Food Panda in different cities, and gives away specially designed Fox branded Google Cardboards for meal deliveries through Food Panda to increase public awareness of the campaign.

The app was launched in the Asia region throughout November and December of 2017, and we have attracted a large group of Fox's target customers to download and experience the VR immersion with the movie trailers. There has been over 200,000 downloads over the short period of 2 months, and more than 10,000 users have successfully collected all the collectibles hidden inside the movie trailer environments. The campaign has been considered as highly successful and attracted engagements, interests, and talks around the Fox Movies brand.

Fox Movies has a large group of viewers in the South East Asia region, and this project was to create an immersive experience that could further gauge potential viewer's interests and attention. A basic study on immersive experience vs flat screen videos were conducted. A simple prototype was created, and a small group of 50 people aged between 25-45 were invited to join a focus. The results were astounding where 100% of all participants felt much more engaged with the movie trailers and 82% of the participants have requested to view the trailers again. We believe that VR could be a very useful tool for the entertainment industry to promote movies and attract strong engagements.