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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.

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.

MD Pictures: Foxtrot Six mobile game tournament

Case Study • MMA Smarties, Finalist, Indonesia, 2019

Mobile games publisher Gameloft joined with action movie Foxtrot Six to create an e-sports tournament based on its first-person shooter (FPS) game Modern Combat 5 to connect with millennials in Indonesia.

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.

PVR Cinemas: LET PEOPLE SPEAK #Nooutsidefoodincinema (F&B crisis)

Case Study • SABRE Awards, South Asia, Crisis/Issues Management, 2019

PVR Cinemas, an entertainment company, reached 18 million consumers and enacted action against a government proposal to allow outside food into cinemas in India.

Comparing conspicuous consumption across different experiential products: Culture and leisure

Research Paper • Fred Bronner and Robert de Hoog, Int. Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446

Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.

Adolescent perceptions of black-oriented movies

News • 11 July 2019

Movies that are targeted primarily at black audiences could also be promoted more extensively to different groups of consumers, a paper in the Journal of Advertising Research (JAR) has suggested.

What we know about marketing on TikTok

Article • WARC Best Practice, March 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
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.
TikTok: Understanding the only global social platform

Article • Riki Li, WARC Exclusive, December 2019

An introductory guide to Chinese social video app TikTok, including how brands can use the platform to engage with ‘fans’ and consumers.
The Media Landscape

Article • GroupM, Research on WARC, October 2019

GroupM looks at the media landscape through the prism of the expenditure of large advertisers and examines some of the key protagonists that affect media supply.
Trend snapshot: TikTok

Article • Alex Brownsell, WARC Trends, May 2019

Explores the growing popularity of TikTok, a mobile video app with a global userbase among teen and young adult audiences, and what opportunities the platform presents for marketers.
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.