This Halloween, Sony Pictures haunted box offices worldwide with their latest family-friendly film, Hotel Transylvania, which sees a paternal Dracula get very protective of his teenage daughter. While a far cry from what Bram Stoker may have imagined for his protagonist, it's a film with all the hallmarks of a family favourite: mild gross-out, characters that care about each other and lots of funny bits. Charged with creating a campaign to generate buzz around the release of the film in Russia, Italy, South Africa and Norway, the InMobi Ad Studio team built a Rich Media ad. Check the ad out here. The ad generated awareness in a targeted, measurable and engaging manner by showcasing the trailer, tracking engagements, views and external links to social media/mobile site and driving traffic to download the game from iTunes. The campaign was targeted at verticals and sites that have younger demographics.
As a result, the campaign achieved almost three times the industry average expansion rate and good rates of end users watching the trailer and also following the external links. In a month that has seen both the usual Halloween festivities and also Stoker's 165th birthday celebrated via a Google doodle it seems only fitting therefore that the Hotel Transylvania campaign gets the fang-tastic award of our Ad of the Month!