SPE India wanted to promote its upcoming movie Men in Black: International, with a distinct campaign that would engage users effectively on small screens. The brand also desired to further pique the user’s interest by highlighting the novelty of the characters in the movie.
In order to create buzz around the movie, the campaign encouraged users to actively interact with the movie's prominent characters - aliens; this was brought to life by seamlessly integrating augmented reality into the ad experience.
The mobile ad challenged users to destroy the aliens in their environment, by switching on their phone’s camera. Keeping with the essence of fighting the aliens to save the world, just like the movie depicts, users were prompted to select a weapon and move their phone around to search for the aliens in augmented reality (AR). On finding the aliens, users were prompted to tap on them, to kill them. Thereafter, the movie poster and trailer were displayed on the closing screen. The ‘Book Ticket’ CTA directed users to the landing page to book a ticket or for more information.
"It was paramount for us to promote MIB: International in a fun manner and our association with mCanvas helped us to not only have a highly engaging campaign but also result in direct ticket sales for the film. The team designed a campaign which was closely aligned with the elements in the movie, and we are happy to see that it has been awarded with this prestigious accolade."
"The mobile ad campaign created by mCanvas effectively reflected different elements in the movie, which made it exponentially engaging and a big success. We are pleased that the campaign won this award and is being duly appreciated within the industry."
