Paramount Pictures promote the mobie Disturbia with Mobile App

Background
Zenith Optimedia asked for a proposal on a  mobile campaign for the mobvie Disturbia in July 2007. The purpose  of the campaign was to drive traffic to the website during a couple of weeks in conjunction with the launch of the movie in the UK in September.

Solution
Golden Gekko’ s proposal was to do a fun viral campaign based on the movie theme that Zenith Optimedia and Paramount could promote cross-the-line.  The concept is based on a free downloadable (java application) serial killer test including

• The serial killer test for yourself or your neighbour with 10 questions and a score given based on the likelihood that you are a potential serial killer
• Results are uploaded with a postcode to the web creating a map of potential serial killers across the UK with daggers in different colours to indicate the degree of danger
• Top score list to see who of your friends is the most dangerous person
• Information about the movie
• Send to a friend encouraging customers to forward on the serial killer test

Result
Launched with Zenith Optimedia and Parmount end of August 2007 and had over 35.000 controlled* downloads from the WAP-site in the first 2 weeks whereof half of the users submitted their score to the website creating a map with more than 10.000 serial killers. During the following 2 months the campaign generated another 75.000 downloads and the total estimated exposure was 110.000 x 3.5 users per download which Zenith Optimedia and Paramount considered a great success. Over 25.000 users registered a test result incl. post code on the map generating free PR worth more than 100k GBP in the UK.