Interactive Works: 20th Century Fox - 'Fantastic Four'

Article excerpt

One of the challenges an advertiser faces when considering using interactive TV is whether the content is good enough to provide consumers with a richer brand experience than the basic TV spot. Entertaining, value-adding content is crucial to getting consumers to interact with your ad.

This is why the film studios are particularly well-placed to use this medium to its maximum potential - they have more content than you can shake a stick at. The question is, how clever are they at using it?

I liked 20th Century Fox's interactive campaign for Fantastic Four. It starts with an action-packed ad featuring, of course, the four main characters. Then, smartly, viewers are enticed into the interactive space by the chance of winning tickets to the premiere or a copy of the game - a strong call to action that I imagine provided good response levels.

Once inside the interactive space, consumers have the choice of entering the competition and going into either the film or game section. In gaming they can either watch the special trailer or get a more detailed description of the game. In the film section, consumers can 'meet the characters' or have a better experience of the movie by watching the long-form trailer.

20th Century Fox could have created an even richer experience by providing behind-the-scenes footage, outtakes, cast interviews and the ability to order the game. Overall, though, the execution provides a good balance of entertainment, as well as giving consumers a deeper experience of the film.

INTERACTIVE WORKS - THE MONTHLY ANALYSIS OF INTERACTIVE AD RECALL
Ads screened July 2005

    Brand              Creative agency/Interactive agency/             %
                       Media agency
1   National Lottery   Abbott Mead Vickers BBDO/Sky Interactive/      41
    Superdraw          OMD UK
2   Sony Ericsson      Bartle Bogle Hegarty/Good Technology/          39
    K7501              Mediaedge:cia
3   National Lottery   Abbott Mead Vickers BBDO/Sky Interactive/      38
    Rollover           OMD UK
4   Range Rover Sport  Rainey Kelly Campbell Roalfe Y&R/Wunderman/    35
                       MindShare
5=  Huggies Pull-Ups   Ogilvy/MindShare                               33
5=  Virgin Trains      Rainey Kelly Campbell Roalfe Y&R/              33
                       Manning Gottlieb OMD
5=  Charlie and the    PHD/Picture Production Company/PHD             33
    Chocolate Factory
8   Toyota Avensis     Saatchi & Saatchi/MB Partners/ZenithOptimedia  30
9   Fantastic Four     Creative Partnership/Sky Interactive/          29
    (film)             MediaVest
10  Toyota Aygo        Clemmow Hornby Inge/MB Partners/               27
                       ZenithOptimedia
11= Hyundai            Vallance Carruthers Coleman Priest/            25
                       Weapon 7/PHD
11= Seat               DDB/MediaCom                                   25
11= National Accident  In-house/Sky Interactive/SRG                   25
    Helpline
14  Fantastic Four     Premier Communications/Sky Interactive/        22
    (game)             MediaVest
15  Lastminute. …