ABC 360 Video

“Are you not entertained?” Building fan engagement in 2019

In such a cluttered market place, how do you excite your audience about your upcoming Film, TV Series or documentary? With the rise of on-demand viewing and skippable ads, twinned with the growing saturation of traditional social content on their devices, consumers are fast becoming more and more impervious to traditional digital advertising.

To achieve true standout and a connection with your audience, they must interact with your marketing content not just be a passive viewer. Content must be designed for fans and built with their role in mind.

This type of content, or as we call it “content experiences”, resonate more with your audience as it is able to build lasting memories, create fan communities, and kick starts loyal relationships. This is engagement that translates in real terms, long after first impression.

As audiences grow more mindful and more aware of throw-away content, this is the time for brands to do the same. Over the past few years we have worked with a number of global entertainment brands to create content experiences that connect with their fans on a deeper level.

Wowing Disney fans with their first ever social VR campaign to promote the remake of DuckTales

40 years after the Emmy award winning DuckTales hit our screens, Disney approached Pebble Studios to discuss how to launch a remake of the show for a 21st century audience. We needed to excite a new, young and digitally minded consumer about the awesome world of DuckTales, whilst also re-igniting the passion of those who remembered the original series.

With 90% of US audiences using YouTube to consume content and the importance of reaching a new tech-savvy customer, we developed a concept that invited Disney fans to experience Duckburg like never before

With 90% of US audiences using YouTube to consume content and the importance of reaching a new tech-savvy customer, we developed a concept that invited Disney fans to experience Duckburg like never before by creating a 360 degree animated episode that put the consumer at the heart of the adventure, up close and personal with these iconic characters.

We developed a bespoke script for the teaser that introduced all the new and existing characters and encouraged our audience to immerse themselves totally through a range of visual and audio cues.

From strategy, script writing, environment design and character animation through to tech development, we delivered this one of a kind 360 campaign entirely in house, launching on YouTube & Facebook as a teaser experience before the 1st episode of the new show. All resulting in a KPI smashing 3 million views on social media and even an award for The Advertising Producers Association ‘Best use of 360 video’ .—

We transported ABC Studios audience through time with a world first immersive trailer

ABC Studios were looking to create a teaser trailer for the upcoming release of ‘Time after Time’ – the story of HG Wells’ time machine and Jack the Ripper. One of many new TV shows to be launching across the US at that time, they needed to create a teaser that stood out from the crowd, excited their audience, introduced the lead character and got viewers tuning in for the 1st episode.

With Time Travel being at the heart of the show’s story, we wanted to explore creating an experience that gave the audience (as close to) a first-hand insight into what this might feel like, transporting the viewer from 1800’s London to present day New York in HG Wells’ infamous time machine.

With a partnership secured with Samsung & Oculus we began developing an immersive narrative that not only teased the show’s plotline and introduced the menacing lead character, but gave a world first experience of travelling though time in Virtual Reality via a mixture of Green Screen captured footage, high end visual effects and binaural sfx – all created to encourage exploration of each scene in 360.

The experience launched on the Oculus store, YouTube, Facebook and an industry first for TV with programmatic 360 advertising via Omnivirt, ultimately delivering a truly spectacular experience that generated increased eyeballs and conversation in an exceptionally cluttered and challenging market.

We created the world’s first 360 inter-dimensional scavenger hunt for Disney XD

Following the success of our DuckTales 360 campaign, Disney XD fans were screaming out for more. Disney XD took note and once again approached Pebble Studios looking to create an immersive campaign for ‘Star Vs The Forces of Evil’.

We found that YouTube was by far the biggest channel for consuming content and over 80% played games online for 12 hours a week.

An open brief, Disney wanted to create an experience that introduced a wide range of characters and environments from the show in a 360 format. Given this brief was created by Disney Fans, we turned to them first to find out what makes them tick, what gets them excited and how we could immerse them deeper into the world of Star. We found that YouTube was by far the biggest channel for consuming content and over 80% played games online for 12 hours a week.

With these fan insights we were confident that 360 was the right execution, however we wanted to build an additional layer of immersiveness to the visual story. So we set about creating a script that took the audience on a 360 journey with Star as she attempted the ‘Quest Buy inter-dimensional scavenger hunt’, inviting the fans to join in too by seeing if they could spot the hidden items that were missed by Star.

Not only did this fully answer the brief, giving our animation team the opportunity to flex their muscles with some heavy character and environment animation, but it was a hit with the fans – driving increased dwell time, interaction and engagement with the show.

Resulting in 1.25 million YouTube views, 2.5 thousand Facebook shares and endless appreciative comments from fans of the show and even its creator Daron Nefcy. What set it apart? The way in which it brought fans into the fray. Giving them multiple reasons to care, re-watch and engage.

 

These are just a few examples of how we have helped many brands deliver meaningful, engaging and impactful content experiences for their fans, so if you’ve got a project, idea or challenge that you want to discuss please do get in touch.

Mark Witherow

Mark Witherow

 

Client Services Director, Pebble Studios

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