• News (125)
    The Drum (17 May 2017)

    How 20th Century Fox marketed Alien: Covenant with personalised and branded content

    TWENTIETH CENTURY FOX has produced a wide ranging personalised and branded content marketing campaign to promote Ridley Scott-directed sci-fi movie Alien: Covenant, which Fox hopes can become a moneymaking franchise. YOUTUBE housed 20 pieces of video content and has seen the film’s trailer rack up 15.5m views since its release at end of February. Fox has also capitalised on CHANNEL FOUR’S recently rolled out ad personalisation that addresses viewers by name in ads by terrorising viewers with a skulking Alien. Fox also used FACEBOOK filters to allow users to take interactive selfies with the film’s Aliens.

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    Nielsen (28 Apr 2017)

    Spend Analysis

    SKY was comfortably the biggest spender in outdoor in spite of outlaying 2.6% less in Q4 2016 than the previous year. Amidst a plethora of Q4 action from Sky, including launching a VR app, mobile network and negotiating a takeover deal from TWENTIETH CENTURY FOX, the TV giant found time to spend £8.8m on outdoor ads, £3m more than the next highest spender. Just under half of this investment supported material promoting its 3D channels, whilst Sky Living and Sky Q also received an injection of outdoor spend. GOOGLE came in second at £5.7m upping its investment in outdoor by 35% in Q4 year on year. VODAFONE took third place also spending £5.7m and increasing its Q4 outdoor ad spend by more than double what it spent on the medium during Q4 the year before.

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