SUPER MARIO
BROS
SONY PICTURES
FROM AN ICONIC GAME TO A MUST-WATCH MOVIE TO AN ONLINE SENSATION!
The best things come in pairs: like Mario and Luigi or Universal Pictures and Pivott. So what happens when these duos come together? The release of Super Mario Bros, where we transformed data into a successful digital campaign! Here’s how this iconic game became a movie sensation.
With Mario on the big screen, success was inevitable, but it still required a strong strategy. Pivott created a media mix using Meta, TikTok, and Snapchat, targeting a diverse audience aged 13-50. To engage this wide range, we structured the campaign in three phases:
PHASE 1: BUILDING AWARENESS
We kicked off with a focus on reach and video views, building on the well-known Mario universe with iconic taglines like "Mamma Mia!" and beloved characters. To maximise the overall reach we used Meta, TikTok and Snapchat to showcase several movie clips. On TikTok we had exceptional results as the VTR was close to 100% and the impressions equaled the video views!
PHASE 2: DRIVING ENGAGEMENT
During the engagement phase we ran both views as reach as engagement campaigns on Meta. These encouraged the audience to interact, using popular game references like power-ups and the rainbow road. Thanks to our community management we were able to interact even more!
PHASE 3: CONVERTING INTEREST
Finally, we focused on driving ticket sales through traffic campaigns across Meta, Snapchat, and TikTok, which ultimately doubled ticket sales vs. the benchmark in Belgian cinemas.
By combining creativity with data-driven strategies, Pivott helped make Super Mario Bros a blockbuster success. Let’s-a-gooo!
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