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 would happen if these two pairs were to be combined? Well, that would be the movie release of Super Mario Bros where we transformed data into a successful digital campaign! Read further and discover how this game became a movie sensation.
When your favourite plumber stars in a movie, you know it’ll be a success. Yet, we still needed to actually make it happen. So Pivott set up a media mix consisting of Meta, TikTok and Snapchat to spread the message. Not only the platforms but also the audience was very diverse, going from 13-50. To make sure we reached this broad audience and got them engaged to buy cinema tickets, we worked in three phases.
PHASE 1: BUILDING AWARENESS
The campaign began with a focus on reach and video views. In the copy we made sure to build further on the already existing universe of Mario. Including iconic taglines like ‘Mamma Mia!’ and the even more iconic 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
Next, we shifted gears to stoke excitement. During the engagement phase we ran both views as reach as engagement campaigns on Meta to really get our audience excited! These encouraged the audience to interact, using niche but well-known 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, it was time to turn that excitement into ticket sales. In order to achieve this we set up traffic campaigns across Meta, Snapchat and TikTok. The outcome? Ticket sales boosted x2 vs benchmark in Belgian cinemas, proving that our strategy hit the mark.
By blending creativity with data-driven strategies, Pivott played a key role in making Super Mario Bros a success. Let's-a-gooo!
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