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ODEON: Digital Customer Experience

Case Study • DMA (UK), Gold, 2020

ODEON Cinemas, a cinema company, set out to extend the emotive, joyful experience of a cinema visit all the way from the ticket booking journey to the point of consideration.

Consuming culture: Five shifts in media and entertainment marketing

Article • Nick Callaghan, WARC Exclusive, November 2020

A new report by Facebook identifies five trends re-shaping the entertainment industry.

Harley Quinn, Birds of Prey: Showing Malaysians the world through Harley Quinn's eyes

Case Study • Jason Yim, Kiron Kesav, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Warner Bros, the entertainment company, created mass awareness of the niche Harley Quinn character for its launch of the Bird of Prey movie in Malaysia.

PVR Cinemas: Alternate Content, the new king to drive footfalls at the cinemas

Case Study • SABRE Awards, Gold, South Asia, 2020

PVR, a film entertainment brand, reinforced its image as a consumer-centric brand that continues to bring alive unique experiences for a multiplex audience in India and showcased its products and offerings with its Alternate Content campaign.

How online games can help other entertainment brands to thrive

Article • Funto Debo-Aina, WARC Exclusive, September 2020

Discusses content partnerships between game and non-game entertainment brands.

Understanding post-lockdown entertainment habits

News • 12 July 2020

As well as introducing consumers to new digital media channels – from e-commerce to livestreaming – the COVID-19 lockdown may have a positive long-term impact on the number of people spending money on in- and out-of-home entertainment, research sugge

What the end of lockdown means for entertainment consumption habits

Article • Alex Brownsell, Event Reports, Lions Live, June 2020

A Vivendi study found that nearly half of global consumers expect their media behaviours to permanently change after COVID-19.

#AloneTogether: Culture in the time of COVID 19

Article • VAB, Research on WARC, June 2020

Details the high volume of social media chatter about TV during the COVID-19 pandemic, analyzing Twitter trending topics during evenings from March 16 – April 26, 2020.

How cinema can challenge the rise of in-home movie premieres

Article • Alex Brownsell, WARC Exclusive, June 2020

Advice for cinema companies on how to revive consumer interest in the medium after COVID-19 lockdown restrictions have been lifted.

Verizon Media: 5B

Case Study • SABRE Awards, Gold, North America, 2020

Verizon, a telco company, increased awareness of the first AIDS ward unit in San Francisco by creating a film promoted by various celebrities and influencers in the US.

The Daily Show Investigates The Secret Life of Pets

Case Study • AME Awards, Finalist, 2020

Universal, a film studio, teamed up with The Daily Show to promote the release of The Secret Life of Pets 2 in the US by releasing a film that showed what pets really get up to when their owners aren't there.

US, Films & movies Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the films & movies sector in the United States since 2007.

Two in five Americans will only feel comfortable outside in over six months

Data • Rob Clapp, WARC Data Points, April 2020

An overview of when consumers in the United States expect to feel comfortable doing out-of-home activities in the face of the novel coronavirus (COVID-19) outbreak.

Gaming influencers see highest YouTube engagement

Data • Rob Clapp, WARC Data Points, April 2020

An overview of YouTube influencer engagement by sector.

Jumanji, The Next Level: Taking TV to the Next Level

Case Study • Tamara Cross, Stephen Cooke, WARC Awards, Shortlisted, Effective Innovation, 2020

Entertainment company Sony Pictures launched the second film in the Jumanji franchise in the UK through an integration with one of the country’s most popular reality shows.

Global entertainment industry saw record revenues in 2019

News • 13 March 2020

Although the movie and cinema industry currently face hard times because of the coronavirus outbreak, new figures reveal that 2019 was a bumper year as the global entertainment market surpassed $100bn in revenues for the first time.

Ralph Breaks the Internet: Turning Ad Blockers into Ad Lovers

Rankings • WARC Media 100, 2020

Ralph Breaks the Internet, a film produced by Walt Disney Animation Studios, promoted the release of its new film Ralph Breaks the Internet among young audiences by hacking a gamer’s live Twitch stream and getting characters from the film to appear and cause chaos.

Coronavirus takes its toll on brands in China

News • 27 January 2020

The coronavirus outbreak that is causing alarm and disruption in China as millions of people travel for the Lunar New Year is also having a major impact on brands, both domestic and international, although many are stepping up to help.

Reddit reports 430 million monthly users

Data • Rob Clapp, WARC Data Points, December 2019

An overview of Reddit users and activity between 2018 and 2019.

The Walt Disney Company, EMEA: Marvel consumer journey – Building a better understanding of consumer behaviour

Case Study • DMA (UK), Silver, 2019

The Walt Disney Company, a mass media conglomerate, used data to gain a detailed picture of consumer behaviour that would help it target audiences in the future.

WarnerMedia: Privacy time with blindfolds, Playdoh and lemons

Case Study • DMA (UK), Silver, 2019

WarnerMedia, a mass media company, developed an experiential learning programme for its employees in the UK to show them how to approach privacy regulation.

The Brand Benefits Study

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2019

Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.

Sony Pictures / Men In Black: Cookie Neuralyzer

Case Study • MMA Smarties, Gold, Turkey, 2019

Men In Black, a film produced by Sony Pictures, was promoted in Turkey by creating banner ads that allowed users to have a smoother browsing experience by letting them kill cookie memories.

Paramount Pictures: Dora and the Lost City of Gold

Case Study • MMA Smarties, Bronze, X (Global), 2019

Paramount Pictures, a film studio, launched an interactive game in shopping malls across the US to raise awareness of its new film Dora: The Lost City of Gold.

Universal Pictures: The Grinch

Case Study • MMA Smarties, Best in Show, Spain, 2019

Universal Pictures, a film studio, promoted the release of The Grinch in Spain by partnering with Amazon during its Black Friday event through a competition and personalised Amazon delivery bags.

A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006, pp. 0-0

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.
What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.
Disruptors: How companies need to prepare for the super app era in commerce

Article • Euromonitor Strategy Briefings, November 2019

Looks at how companies need to prepare for the super app era in commerce by examining how WeChat birthed the revolution and how super apps have spread across Asia.
Behavioural economics: Immersive research, decisions and comms challenges

Article • Anna Miley, John Kenny and Sonia Misak, WARC Webinars, April 2020

Discusses how companies are outperforming their peers by applying behavioural economics to their marketing strategy.