In this edition of the Creative Showcase, we’re looking at Peter Rabbit’s Veggie Chop- Dynamic End Card & Instant-Play HD Video™ and why it gained so much success.
How it Worked
Leveraging AdColony’s Dynamic End Card technology and Instant-Play HD Video™, this campaign allows moviegoers the opportunity to build familiarity with some of the most popular storybook characters. Users tap into a garden environment and swipe their screens to help Peter Rabbit chop different veggies in a familiar action as they appear while avoiding the blackberries.
As a way to notify users of their progress during gameplay, a haptic response is triggered when different veggies were swiped on the screen. Swiping correct objects also prompts several celebratory character animations.
After the movie trailer, the Dynamic End Card allows users the opportunity to tilt their device and tap on character hotspots to watch character-specific videos. In addition, users are given the option to replay the game to beat their previous score, watch exclusive long-form videos, or tap to visit the theatrical website.
Why it Worked
Due to interactive animations and responsive gameplay, users were highly engaged with the video when offered this immersive mobile-only experience. Blending traditional storybook characters with the latest technology created an experience that was both exciting and informative.
About the Campaign
Sony Pictures Animation & Universal McCann partnered with AdColony to conduct a week-long mobile campaign to drive awareness for their much-anticipated film, Peter Rabbit. Utilizing AdColony’s Dynamic End Card, as well as swipe and triggering haptic vibrations, users were able to engage in a truly mobile-first way.
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