The Bourne Supremacy – 3Sxity Integration

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The challenge for UIP was to maximise the first weekend’s box office takings for The Bourne Supremacy at a time when there were at least 15 significant movies on general release. UIP’s media agency, Zenith Optimedia, wanted to create a media schedule that would amplify the basic campaign strategy, and stimulate word of mouth amongst the target audience.

Sky Media was identified as being key to engagement with core consumers and provided the widest range of communication options.

Objectives

The key objective was to maximise the first weekend’s box office takings, and to gross more than the previous film in the series – The Bourne Identity.


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The Campaign

Sky Media’s integrated campaign solution incorporated the use of core Sky channels, Sky Box Office, Sky Pub Sports, Sky Interactive, Skymovies.com and Sky Movies News.

To further extend and enhance the role of television, ZenithOptimedia created a competition which allowed the media campaign to exist “beyond the 30″ spot”. The Bourne Passport was a competition which ran across Sky platforms inviting viewers to watch exclusive footage from the film, experience behind the scenes access and see an interview with Matt Damon. The competition could be entered interactively via the red button, mobile text and online. The prize? The chance to visit the five destinations in the film on a 16 night holiday.

Media Firsts

The campaign generated a number of firstsfor Sky and for UIP:

  • The first advertiser on Sky to have a direct interactive link from Sky programmes – Sky Movies News and The Making of documentary, into the interactive site
  • The first advertiser to incorporate online, mobile text and interactive TV into a competition entry mechanism and to feature the SkyMovies.com URL on the TV creative
  • The first advertiser to run a specifically produced 70″ copy on all pay per view Sky Box Office channels effectively owning the platform for 4 weeks
  • The first advertiser to run the same 70″ copy on Pub TV with a specifically produced Mobile Text entry mechanic
Results

The campaign comfortably achieved the objective and surpassed UIP’s expectations:

  • Box Office takings were 47% higher than the previous film, The Bourne Identity
  • The Bourne Supremacy quickly reached blockbuster status, and was the number one film during its first weekend
  • The Bourne Passport competition was a huge success, generating over 17,000 entries
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