Today in the UK Microsoft Advertising and Warner Bros announced the launch of a new cross-platform campaign to support the 13th December release of The Hobbit: Desolation of Smaug, a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM).
Running across MSN, Xbox 360 and Windows 8, the creative experience will be unified across all platforms, giving consumers an interactive, deep-dive into the film, with additional features, including information about key characters, events and artefacts from the movie, actor biographies, behind-the-scenes videos and desktop wallpapers available for download. The campaign is also the first of its kind to offer to a free blueprint download for a 3D printer to consumers from advertising.
In a unique advertising initiative, the Ads-in-Apps creative on Windows 8 will also offer Hobbit fans a free blueprint download for a 3D-printed model of “The Key to Erebor” – a major artefact in the film’s plot – on the day the film is released: 13th December 2013. Fans will be invited to simply download the blueprint from the ad and connect to any 3D printer to produce their very own collectable memorabilia from The Hobbit: The Desolation of Smaug for the cost of the print.
The campaign call-to-action drives consumers to the official Hobbit movie website, where they can book tickets to see the new film, and includes links to watch the first instalment, The Hobbit: An Unexpected Journey through the Xbox Video app. The Xbox 360 Landing Experience will also be Kinect-enabled, adding to the interactive experience with voice and gesture controls. This campaign is the first custom built Ads-in-Apps advertising for an entertainment client on Windows 8 globally.
Owen Sagness, General Manager for Microsoft Advertising & Online UK, says: “Anyone familiar with the story or who has seen the films knows that Bilbo Baggins could teach most people a thing or two about storytelling. And the power of storytelling is something we strongly believe in at Microsoft Advertising – our creative for the new film in The Hobbit Trilogy is evidence for how it can bring an ad campaign to life.
“By working closely with Warner Bros. UK and its UK agencies, PHD and Think Jam, we’ve been able to co-create a digital advertising solution that is truly at the forefront of global innovation. By offering fans a blueprint for a 3D model of one of The Hobbit: The Desolation of Smaug’s ‘key’ artefacts, we’re providing a genuinely valuable and unique experience that puts the consumer first, while continuing to deliver for the client and push the boundaries of what is creatively possible using new technology.
“We’re proud of our portfolio of platforms on which brands can tell their stories, and this campaign integrates original, engaging content across MSN, Xbox 360 and Windows 8 in a way that really benefits the people it reaches.”
Danni Murray, Director of Media and Marketing Partnerships, Warner Bros UK & Ireland says: “We’re incredibly excited about this integrated partnership opportunity. We asked Microsoft to come up with a solution that challenged the previous conventions around what was possible with its display offering and we’re confident this interactive campaign will excite and engage fans as they journey into the second film in the Trilogy”.