Warner Brothers Edge of Tomorrow & Turner Broadcasting
Live. Die. Retweet.First-ever Cross-Divisional Integrated Campaign
Cross-Divisional Integrated Program: WB and Turner partnered to give viewers access to the highly-anticipated summer blockbuster Edge of Tomorrow, via a two-week cross-portfolio stunt. The result fostered increased fan-engagement with Edge of Tomorrow and a true connection between movie goers and movie content/characters.
Unfolding throughout Turner Entertainment platforms, Edge of Tomorrow enjoyed messaging on-air and online, brand association with core network promotions and social impressions shared by Turner Entertainments active fan base through Facebook and Twitter.
Online: Building off of the "countdown" to the Edge of Tomorrow, Turner Network placed fans on a mission to discover the hidden world of the Edge of Tomorrow. Turner Entertainment created an Edge of Tomorrow movie hub that:
+ Housed daily unlocked movie content
+ Linked to the Edge of Tomorrow Red Carpet Premiere Sweepstakes
+ Debuted WB's exclusive enhanced trailer on 5/12
Utilizing Turner's Twitter and Facebook fan base, fans were encouraged to tweet to specific hashtag (#LiveDieRetweet) daily to unlock content online (content provided by WB). When the amount of tweets reached a certain gauge, the exclusive content was unlocked. Fans were able to share each content unlocked via Facebook and Twitter.
On-Air: Turner Networks developed custom spots driving viewers online to tweet #LiveDieRetweet to unlock content and enter the sweepstakes. Custom IMAX trailer drivers and lower thirds drove to a synchronized debut of WB’s Edge of Tomorrow IMAX trailer aired on-air across Adult Swim, TBS, Turner Sports, truTV, and CNN.
Results: Program exceeded projected goals within the digital extension including but not limited to: social sharing, engagement, and reach.
+ #LiveDieRetweet program earned approx. 6.7M potential social media reach through Twitter and Facebook, with 90% of reach from Twitter.
+ #LiveDieRetweet had the most tweets (#EdgeofTomorrow #2 most tweeted hashtag, #AskEOT #3)
+ LiveDieRetweet.com sponsored by WB, earned a total of 22,876 total page views, 10,411 uniques, users spending an average of 2.60 minutes per visit on the page and 4,065 sweepstake entries over the course of the two-weeks sponsorship (5/5-5/16).
Screenshots: [click to enlarge]