The Hobbit which was released in the UK in December in 2014 was a highly anticipated film launch. It was vital that there was as much buzz created as possible.
The main objective of this campaign was to promote the release of the Hobbit in UK cinemas and introduce users to the main characters.
A dedicated Hobbit microsite was hosted on Swapit showcasing a trailer of the film. The microsite also hosted a character Treasure Hunt and further interactive elements in the Weekly Quiz and Middle-Earth themed Frenzy.
The Middle Earth branded auction housed a number of Hobbit themed merchandise increasing excitement.
Over 100,000 visits to The Hobbit zone. the campaign reached over 2 million boys across the kids network Over 30,000 visits to the branded auction area
To increase engagement with the film's characters, Swapit created a Hobbit Treasure Hunt requiring users to search Swapit and it's Network sites for the hidden members of the Dwarven Company. Upon discovery, users were rewarded with 50 Swapits and a biography of the found character.