Millennial Media

Company: Millennial Media, Inc., Baltimore, MD
Company Description: Millennial Media is the leading mobile advertising networks company. With the greatest audience reach and billions of monthly impressions, we deliver campaigns to engaged mobile consumers on the highest quality publisher network - at a scale unequalled in the mobile marketplace.
Nomination Category: Marketing Categories
Nomination Sub Category: Marketing Campaign of the Year - For a Product

Nomination Title: "Eagle Eye Mobile Challenge"

Tell the story about this nominated campaign since January 1 2008 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

In a true collaboration with Paramount Pictures and Mediaedge:cia, Paramount’s
media agency of record, Millennial Media conceived, created and delivered the
"Eagle Eye Mobile Challenge" campaign. It ran from September 8 to October 5,
2008 to support the theatrical release of DreamWorks Pictures' film Eagle Eye.
It represented Paramount’s most extensive mobile marketing initiative at that
time, and the largest ever for a fall release.

The goal was to deliver an immersive, exciting experience that was reflective of
the film’s plot. By bringing together mobile Web, interactive voice response,
text messaging, and viral activation, we delivered a groundbreaking interactive
campaign that gave the user a fun, engaging simulation of the main character’s
experience in the movie. The objectives: maximize consumer participation in the
program, drive opening weekend ticket sales, and build Paramount’s opted-in
mobile database.

For the launch of the initiative, Millennial Media Creative Services and MEC
worked hand-in-hand with Paramount executives to develop a series of distinctive
mobile banners that appeared across the MBrand premium mobile advertising network.

The campaign propels the user into an intense, fast-paced and multi-faceted
interactive experience similar to the plot that unfolds in the film. The
interactive voice response portion featured voiceovers by an actress with a
voice strikingly similar to the one who portrayed the “mysterious caller” in the
film, adding to the campaign’s authenticity and engagement. On the day of the
release, an IVR call-to-action was delivered to drive participants to the
theater on opening day.

The campaign also enabled participants to recruit friends into the challenge and
share the experience, activating the personal, one-to-one communication aspect
of the mobile phone. Also, the campaign flow seamlessly provided information and
entertainment leading up to the theatrical release date.

One key challenge was successfully coordinating with six media vendors to
effectively deliver and track the campaign across multiple different
environments—mobile Web, IVR and SMS. Our innovative approach ensured all
components were delivered flawlessly.

Delivering millions of impressions over a 4-week period, the campaign greatly
exceeded client expectations in terms of generating traffic to the website, with
50% of visitors opting into the challenge—far above mobile sweepstakes norms.
Each participant viewed up to 4 branded mobile pages, received 2 interactive
voice calls, and was sent a branded text message. Additionally, over two-thirds
of participants forwarded the challenge to a friend, with 38% of those referred
into the campaign opting in—an exceptionally high conversion rate. Mediaedge:cia
engineered the campaign to collect specific conversion feedback, enabling them
to influence future media buys based on the post-campaign results.

With regard to ticket sales, Eagle Eye debuted #1 at the box office, and as of
March 2009, it had generated more than $US 178 million in worldwide revenue
($101 million in the U.S.).

List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

DreamWorks Pictures Takes Flight with Millennial Media to Launch Groundbreaking
Mobile Advertising and Promotional Campaign For Highly-Anticipated Theatrical
Release of D.J. Caruso´s Eagle Eye
http://www.millennialmedia.com/press/092408.html

Campaigns that will change your mind about mobile (iMedia Connection)
http://www.imediaconnection.com/content/22221.asp

Getting an “Eagle Eye” Film Experience Via Mobile Marketing (Advertising Age)
http://www.millennialmedia.com/news/documents/AdAgeMadisonVine925.pdf

Paramount Launches Mobile Campaign for Eagle Eye (MediaPost)
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=91339

Paramount Pictures launches multichannel mobile promotion (Mobile Marketer)
http://www.mobilemarketer.com/cms/news/advertising/1774.print

Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this campaign:

The creation, execution and delivery of “The Eagle Eye Mobile Challenge” was a
collaborative team effort and true partnership on every level. The Millennial
Media team consisted of Michele Tobin, Regional Vice President of Sales; Eric
Eller, Senior Vice President, Client Solutions; and Mike Spotten, Interactive
Design Manager. Paramount Pictures’ team included Michael Rosenberg, Director,
National Advertising. The Mediaedge:cia creative team consisted of Courtney
Renaud, Media Supervisor; and Daniel Englander, Junior Planner.