Brand marketing digital distribution platform Joost has delivered a high kicking, hard staring, photo snapping level of awesomeness in its latest digital campaign for Kung Fu Panda 2 and Paramount through MEC Sydney.
The campaign is the first in market to make use of the new iRoll® pre-roll in-stream video advertising product now available across the Joost DDP, which is part of the Adconion Media Group.
According to Heather Griffis, Digital Account Manager at MEC Sydney, the opportunity to use iRoll was very timely.
"our primary objective was to deliver the Kung Fu Panda 2 trailer, however, our client had provided a vast array of engaging assets and we wanted to leverage a digital distribution mechanism which combined both; plus, achieve the greatest level of brand exposure and consumer engagement. When the brand team at Joost showed us their new interactive product, it was a seamless decision, since it delivers pre-roll and incorporates multiple engagement opportunities, all without leaving the video player."
The Kung Fu Panda 2 iRoll unit was custom built with sophisticated features including videos, character information and photo galleries combined with a raft of applications, games and links through to social media environments.
Peter Davies, Managing Director of Adconion Media Group explains, saying ”the campaign units look and behave like a microsite but all assets, offers, promotions and engagement points are delivered through the video ad unit. So without leaving the publisher's site, the consumer can get all the information about the movie and the characters, be tempted to take on Po at a hard-core staring competition or even use their own webcam to take a photo of themselves in the Kung Fu Panda 2 booth, which automatically superimposes a background with the characters from the movie. It's a whole new level of intelligent, engaging campaign awesomeness!"
The media is being distributed across Entertainment, Lifestyle, Movies, and Kids video content, plus Adconion is layering on targeting to People 13-39 and Grocery Buyers with Children.
Early performance results indicate a high level of interest in the film, with the engagement metrics exceeding performance expectations. The highest engagement metrics are coming from the Characters Tab and Videos tab. This visually pleasing, condensed version of the Official Kung Fu Panda 2 site, inset within the video player gives the user the ability to interact with rich, entertaining materials without leaving the video player; thus, time spent and engagements within the unit are delivering satisfactory for this campaign.
Joost is Adconion Media Group’s brand marketing Digital Distribution Platform (DDP). It leverages its exclusive publisher partnerships to deliver brand campaigns, including premium display, in-banner video and in-stream video, across its exclusive publisher partners, Adconion Media Group’s own proprietary Joost.com video portal, mobile devices and gaming consoles to reach in excess of 7.3 million Australians per month.
Joost DDP is the only digital platform that competes naturally and effectively with traditional broadcast networks.
Adconion Media Group is the world’s largest independent content distribution and monetisation platform, reaching nearly 325 million unique users – or one-quarter of the total global Internet population every month.