CASE STUDY: Windows Live Messenger fans lead Shrek 3 to success

Reference	Title	Provided By
4456	CASE STUDY: Windows Live Messenger fans lead Shrek 3 to success	Microsoft Advertising Ltd.

At a Glance

Budget

Contact for details

Reach & Frequency

14 to 29 year olds in Germany

Target Audience

16 - 24
25 - 34

All Genders

ABC1
C2
DE

Media Used

ONLINE

Campaign Location

NATIONAL

Campaign Duration

All Year

Marketing Objective

BUILD AWARENESS

Client Objectives: - Promote Shrek 3 before its opening. - Use an online communication platform to raise awareness. - Reach wide audiences through online viral marketing.

Campaign Type

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What was the Challenge / Background of the Campaign?

One of the biggest releases in 2007, Shrek 3, was a hot topic for movie fans long before it appeared on general release. Hollywood film distributor Universal International Pictures (UIP) planned to use this buzz as part of its marketing strategy in Germany. The question was finding the best platform to reach the target market and deliver a viral-type marketing campaign. Find out more...

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