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Kickin’ It Old Skool (Yari Films)
Agency: Deep Focus
Concept: Website Extension
Situation Profile
- Yari Film Group planned to release the movie Kickin’ It Old Skool, a comedy about breakdancer who awakens from a 20 year coma with the mental capacity of a 12-year old, starring comedian Jamie Kennedy, on April 27, 2007.
- They enlisted the services of renowned interactive marketing agency Deep Focus to create a rich media online campaign to promote the film.
Campaign Marketing Objectives
- Drive box office sales
- Boost film awareness and buzz through increased online engagement
- Empower and enable audiences to share the film’s promotional content
Campaign Strategy
- Targeted Reach at Scale
Employed vertical and site targeting within the Google content network to reach priority segments including: gamers, 80’s fans, comedy fans, nostalgic 80’s music fans, hip-hop fans, and break-dancing fans.
- Interactive New Format with an Extended Shelf Life
Websites within websites: Delivered the first all-Flash Google Gadget Ad, integrating multiple ad size formats
Viral: Provided users with a takeaway that they could add to their iGoogle homepages, blogs and MySpace pages
Long-lasting Community: Enabled content to last beyond the ad campaign, as part of the iGoogle directory
Quotes
“The Google Gadget Ad solution provided the most engaging and most efficient ad unit by far, reaching the ideal target audiences using creative that featured portable, regularly-changing content.
We likely generated more awareness for KIOS with the Google Gadget Ad than with any other site or vehicle used for this campaign.”
Eric Druckenmiller, Media Director, Deep Focus
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