MORTAL ENGINES
CAMPAIGN: Welcome to the Traction Era
INSIGHT: FOMO (Fear Of Missing Out)
ABOUT: Universal Pictures tasked our 42 person agency to develop innovative marketing strategies for Mortal Engines, targeting the millennial demo-graphic for the opening weekend sales. With a combination of primary and secondary research, we discovered that FOMO played an important role in the decision to attend the movie theatre.
The campaign is founded on three principles: experiences that drive FOMO, Peter Jackson and his portfolio, and the themes of dark mystery.
TRACTION BUTTON (OOH)
In July 2018, we invited Peter Jackson to push the Traction button at Comic-Con, which initiated the 60 second countdown on surrounding billboards. Immediately after, London appeared racing across the screens to eat a nearby traction city, revealing the text, “Welcome To The Traction Era.” These experiences will be set up in large urban squares, such as Fremont Street (NV), LA Live (CA), Millennium Park (IL), Universal Orlando (FL), and CityWalk (CA).
TRACTION ERA IMMERSIVE LENSES (OOH)
The tactic immerses the user in an alternate Snapchat reality, bringing the Mortal Engines universe to their screens. Using the different Snapcodes distributed along the bus' journey, as well as on the bus itself, the users will be able to access exclusive lenses, behind the scenes content, and scheduling information. Users can even access the bus scheduling information by scanning a code and being redirected to the bus company website.
TRACTION ERA DOCUMENTARY MINISERIES (BROADCAST, SOCIAL)
"Making of" documentary will be broadcasted on and offline. Viewers will get to know the filmmakers, cast, author. 5-7 minute episodes. Online, shortened, 1 minute spinnets will be used as sponsored ads on YouTube, FB, and IG
LOGO CRAWLERS (BROADCAST)
Universal channel's logos will be customized as its own "themed city" (a.k.a logo crawler.) These will then be chased down by Mortal Engines traction cities on the lower third of the screen, followed by the movie's website URL.
AR BOOMERANG/ GIF BOOTH IN THEATRES (OOH)
Theatre visitors will be invited to create Mortal Engines AR GIFs, immersing themselves in the Mortal Engines universe. Users will be able to place themselves in key environments from the film, and post their creations to Instagram Stories/ Snapchat Stories. The GIFs will feature the Mortal Engines logo and the release dates.
MORTAL ENGINES MOBILE GAME (DIGITAL)
An addictive and engaging game where cities eat each other for the survival of the biggest: Agario style. Movie promotions will be featured in the game with in-app ticket purchasing options.
