This innovative engagement model bridges the digital and physical worlds by enabling users to take and share photos with virtual characters from various Hollywood blockbusters. This strategy goes far beyond the typical Likes, Re-tweets and social media comments that are passively generated by movie fans and their friends throughout their day. Every branded photo that is shared by an individual becomes a user generated ad that is designed and optimized for the social media ecosystem. On Facebook, photos receive 7x the number of comments, likes, and shares versus other content like videos and status updated. By leveraging GoldRun's photo-driven engagement platform, film studios are now able to produce high impact marketing campaigns that drive both ticket sales and DVD sales.
Warner Bros. is the third major film studio that GoldRun has worked with to create high impact photo-sharing campaigns. GoldRun has also launched successful initiatives with 20th Century Fox for Ice Age: Continental Drift, and Sony Pictures for The Smurfs. GoldRun's efforts with the film studios have focused on marketing efforts for both the theatrical launches and home entertainment DVD releases. GoldRun is proud to announce that is has an aggressive and expansive slate of film releases in 2013 that GoldRun's technologies will be used for.
"GoldRun has cracked the code on how to create engaging photo-driven experiences for consumers that produce trackable ROI for brands. Through GoldRun, Warner Bros. has engaged fans of The Hobbit in the real world via a hands-on experience, while seamlessly tying the engagement to both social media platforms and physical real world locations." - Vivian Rosenthal, Founder & CEO, GoldRun
The campaign will be promoted via Warner Bros. social media accounts related to The Hobbit, as well as via paid media on sites that movie fans visit. Warner Bros. will be actively curating the most creative user photos and featuring them on the official Warner Bros. Facebook Page.
GoldRun is a photo-driven mobile engagement platform that connects brands and consumers via virtual photobooth experiences. We enable consumers to take and share photos with branded content. Every photo becomes a user generated ad. Users share their branded UGC photos and accompanying messages on various social networks to earn rewards; including discounts & vouchers, instant win prizes, access to exclusive media and the ability to advance order products. Visit www.goldrun.com
OMD, a unit of Omnicom Media Group, is one of largest full service media companies in the world, with more than 4,300 employees in 80 countries. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients worldwide.
WARNERS BROS. & THE HOBBIT TRILOGY
“The Hobbit: An Unexpected Journey” and the second and third films of the trilogy are productions of New Line Cinema and Metro-Goldwyn-
HOW IT WORKS
• Download the GoldRun app for iOS or Android.
• After downloading the app to your mobile device, log in using Facebook connect or Twitter.
• Click on the The Hobbit featured image, click the camera icon on the Featured Screen.
• Once in the camera view, snap away.
• You can share your pictures directly from the app.
Agency: OMD Toronto
Client: Warner Bros. Canada
Mobile platform: GoldRun
For more information about GoldRun, or to arrange an interview with CEO, Vivian Rosenthal please contact Workhouse CEO Adam Nelson directly via email email@example.com or by telephone +1 646. 205. 3540.
GoldRun is a photo driven ad-platform that transforms traditional digital media placements into immersive and immediately shareable brand-consumer engagements:
Vivian Rosenthal is the founder and CEO of GoldRun, a UGC photo driven engagement platform that enables users to locate, interact with and take photos of GPS-linked virtual objects positioned in the real world to offer real world rewards. She has been named one of Creativity Magazine's top 50 global creatives of 2010 and has spoken at numerous conferences on the intersection of advertising and technology, including the CaT conference by Ad Age, TEDx, Ad Tech, Mashable and Socialize West. She has been selected as a jury member for the Andy Awards, D&AD, One Show Interactive Awards, and the Art Directors Club.