Eyeblaster recently spoke with Felix Middleton, Operations Director at Feref about their cutting-edge creative using a webcam-in-banner to raise the bar of user engagement for the New Moon campaign featured as the Spotlight Campaign in The Blast.

What was the client brief for the New Moon campaign?

• - Create a high level of excitement.
• - Drive box-office admissions.
• - Communicate Team Edward and Team Jacob Strategy.
• - Raise awareness of release date.
• - Encourage interaction with the franchise.

How did you decide to use the webcam integration?
These ads were going to be served to a highly engaged audience on sites that have heavy coverage of the movie and its stars. The audience has already seen everything there is to see about this movie. This was an opportunity to co-create something with the Movie brand where the engaged user could make and save a keepsake starring themselves, and their chosen male lead. They could then post the image wherever they wished.

We have worked with Eyeblaster for many years in creating media firsts for our clients. They have assisted us in realising our creative and technical vision on many occasions, so naturally we trusted them to help us with this joint development of this webcam creative.

How did you come up with the concept of linking to the Facebook pages?
Once saved out, it seemed logical to capitalize on the choice the user made on their male lead, to give them the opportunity to connect with the individual Facebook profile, and support the campaign. E1’s strategy was to create tribes around the male leads of Team Edward and Team Jacob on Facebook.

Congratulations to Feref for another breakthrough campaign!