Avatar: YouTube Case Study

Fox collaborated with YouTube on one of the biggest Entertainment launches of all time. The aim was to:

• Build awareness for the brand new franchise Avatar.
• Peak the interest of as large an audience as possible
• Deliver an experience that would do James Cameron’s 3-D epic justice

Fox chose to launch the teaser trailer on the homepage of YouTube on August 22nd, 4 months before the film release. The campaign ran across 15 countries and utilised an expandable masthead incorporating an HD trailer to ensure the highest quality experience possible.

The results were impressive:

• The Avatar campaign drove some of the highest lifts in top of mind (+17%) and spontaneous awareness (+25%) that Metrix Lab has seen on any similar campaign to date
• The campaign had a direct impact on behaviour –driving a 15% increase in intent to watch the movie
• Users were 9 % more likely to discuss and share information about the film after seeing the ad

This research with Metrixlab highlights why YouTube was the perfect partner for this activity. Please find the research here.

Posted by Rosie Rankin, Agency Team