Warner Bros. puts 'Matrix' tweets at center of global DOOH campaign – Marketing Dive
The Warner Bros. DOOH campaign is designed to entice film fans who may be out and about into theaters. Marketers’ interest in outdoor advertising has gained strength this year with the expectation that more people would be leaving their homes to shop, go out to eat and return to movie theaters as concerns around the pandemic waned. However, the “Matrix” effort arrives amid a spike in COVID-19 infections due to the omicron variant, which could dampen the impact.
By leveraging the real-time nature of the Twitter timeline and extending it to the real world via digital billboards, Warner Bros. hopes to engage and immerse fans in the excitement surrounding the upcoming release 20 years after the last Matrix film. Tweets will be refreshed on the billboards throughout the campaign. People whose tweets are featured will be sent photos of them.
“Using jaw-dropping digital out-of-home placements and custom captured footage from Keanu Reeves, casual travelers can get immersed in ‘The Matrix Resurrections’ and share the excitement with the community of fans both online and in the real world,” said Bryan Warman, senior vice president of worldwide digital marketing for Warner Bros., in a statement.
Nearly nine out of 10 advertising executives agreed that people have increased alertness outside of their homes that translates to receptivity to outdoor ads, according to research from Alfi. In particular, young, affluent consumers who interact with DOOH ads are more likely to spread the word and to conduct mobile searches compared to their interactions with other media.
The top reason (61%) that new DOOH campaigns were introduced over the last year and a half was because of creative flexibility enabled by programmatic, according to DPAA research. Marketers were empowered by schedule flexibility and newly available inventory they could access through their preferred platform. Interest in DOOH is expected to remain strong in the coming year. Eight in two marketers said they would recommend DOOH in their media plans in the next year, according to DPAA.
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Carrie Walsh details how the brand experimented with new channels and collaborated with agency partners on a campaign featuring top athletes.
After cutting 11 brands from its economy portfolio, the beverage giant is focusing its marketing on relevant moments to drive its more premium products.
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