13 May '13, 2pm
You Can Observe a Lot by Watching Movie Trailers
People’s awareness of the Avatar movie was increased significantly after watching the ad. Watching the ad again had an even stronger impact on aided awareness of the Avatar film and of Avatar advertising – up to 18%. The campaign also had a direct impact on behavior – driving a 15% increase in intent to watch the move. Intent to view was further increased when the HD trailer was viewed. The YouTube trailer was cited commonly as being a reason that respondents would like to see the movie. Users were 9% more likely to discuss and share information about the film after seeing the ad. The campaign also drove a huge increase in searches on YouTube directly after seeing the ad.