Brief
Promote the launch of the new TV series Terminator: The Sarah Connor Chronicles on Virgin 1. This is a high adrenalin, special-effects action showpiece that follows on the story from the Terminator 1 and 2 movies. The star of the show is still the iconic Terminator and the relentless path of destruction as it seeks out John Connor and anyone else deemed a link with the future.
Solution
In a media first, we created a mobile campaign that allows users to 'send' a Terminator to a friend's mobile that searches them out and pinpoints their exact location using the mobile network's GPS technology. Both the technology and the delivery mechanism of a film playing out in 'real' time on users' mobiles are spot-on for our audience of technofiles and sci-fi fans, both new generation and older nostalgics. This audience is eager for the real involvement now expected, as well as the return of a classic indestructable anti-hero.
The banner campaign to promote the launch episode made the most of a custom-built 3D Terminator animation. We had fists bursting through video MPUs, glowing red eye buttons and banners and takeovers where all formats on a site were synchronised to reveal a Terminator moving behind the site and appearing complete through these 'windows'.
Result
The first episode of Terminator: The Sarah Connor Chronicles became Virgin 1's best ever audience.
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