Cannes Lions
PHD, London / GOOGLE / 2014
Overview
Entries
Credits
Execution
It takes a true geek to sit all the way through the END credits of a movie – long after everyone else had left – to absorb all the information they can about cast and crew.
So we created an entirely new media space that took YouTube where no advertiser had been before – and negotiated an ad at the END of the movie credits - thus guaranteeing our message would be seen by a pure 100% geek audience.
To really capitalise on this geek moment we ran the ad exclusively at the end of The Wolverine - not only a geek’s wet dream of a movie but one which – like all Marvel movies – would have a ‘secret’ post-credit scene setting up the next movie in the Marvel Series.
Not everybody would know that Marvel did this and hang around in expectation of it.
But a geek definitely would.
Outcome
An idea that cost less than $3,000 captured the imagination of geeks and generated significant PR for an over-hearing audience.
But more importantly, it helped to increase the brand perception scores for ‘YouTube has quality channels’ by 8%.
How to do that with just $3000 is a secret everyone would like to uncover.
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