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Paramount taps rich-media mobile ads to drive ticket sales of Jackass 3D

Paramount Pictures used expandable rich-media mobile advertising to get the word out about Jackass 3D worldwide.

The movie studio partnered with Millennial Media, which developed the campaign. Millennial was able to deploy it in 10 countries and four continents, localizing the content appropriately.

?We wanted to create a fun and engaging mobile ad experience capitalizing on the popularity and humor of the brand while keeping in line with what works well in the mobile space,? said Mike Rosenberg, executive director of advertising and new media at Paramount, Hollywood, CA.

?With the evolution of expandable rich media, we have the ability to engage with users in an immersive way without taking them away from their original WAP or app experience,? he said.

Campaign details
Here is a demo of the campaign and how the ad unit worked:

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The ad consisted of a mobile game that resembled the famous Wack-A-Mole game, except Jackass character?s head came out of the holes.

After users played the game they could share their results on Facebook, or visit the Jackass 3D dedicated microsite.

Consumers could also watch a trailer for the movie within the ad unit.

The campaign had tremendous interaction and the game was replayed by users more than a third of the time. 

?Utilizing mobile allowed us to extend our brand into a space dominated by our target audience,? Mr. Rosenberg said. ?Creating this game gave us the opportunity to take the attributes of what made Jackass so popular and allow users to interact with them in the mobile space.?

Future plans
Paramount is currently working on mobile campaigns for a number of upcoming films. 

Next week it is launching a campaign in support of our film No Strings Attached which opens in theatres on Jan. 21. 

The idea revolves around the popularity of sexting which is a prominent activity exhibited in the film. 

Using the same expandable rich media, Paramount is encouraging users to test their sexting capabilities by choosing the most appropriate ?sext? responses to specific text messages.

Based on their answers, they will find out how good of a sexter they really are and then can share with their friends via Facebook. 

In addition to the film already mentioned, Paramount has Justin Bieber: Never Say Never coming out on Feb. 11, followed by the highly anticipated animated film Rango on March 4.  

During the summer Paramount has a slew of blockbusters coming with Kung Fu Panda 2, Super 8 and Transformers 3. 

All of these films will be supported with unique mobile campaigns.

?Paramount Pictures knows mobile,? said Mack McKelvey, senior vice president of marketing at Millennial Media, Baltimore, MD.  ?They were testing mobile more than four years ago, when the mobile ad industry was in its infancy. 

?Today, they are clearly one of the most innovative companies in mobile advertising ? from their award-winning, immersive Eagle Eye mobile ad campaign through their Jackass 3D global mobile rich media campaign, they continue to strive for total consumer engagement. 

?For Jackass 3D, Paramount Pictures and Millennial Media developed a compelling mobile campaign featuring rich media ad units and a one of a kind in-ad, interactive game which drove exceptional engagement.?