As the anticipation built for the premier of the hit new murder mystery movie, Murder On The Orient Express, 20th Century Fox published a fully customized reveal campaign activation within a unique microsite to engage fans. Packed exclusive video content, challenges and exciting giveaways, the page acted as the go-to online destination for movie fans.
MARKETING CAMPAIGN OBJECTIVES
- Boost anticipation prior to the movie premier of ‘Murder On The Orient Express’
- Maximize website interaction and engagement through repeat audience visitation
- Tell a compelling story with daily content reveals and clues
- Capture valuable audience data for future marketing promotions
REVEAL CAMPAIGN SOLUTION
To drive interest and excitement ahead of the Murder On The Orient Express movie premier, 20th Century Fox invited fans to solve a murder mystery of their own, using an engaging reveal campaign activation.
Each day, 20th Century Fox revealed a new suspect and accompanying video for users to watch, where fans had to keep an eye out for the mystery code word within each video clip. To solve the mystery and for the chance to win, participants had to submit the correct secret code word and were required to complete their personal details in the form provided, including their name, email address and phone number. To incentivize participation and drive repeat visitation, 20th Century Fox also gave fans the chance to win from a variety of daily prizes, including 10 date-night packs with double passes to Murder on the Orient Express and a $20 Prezzy card.
On the final day of the campaign and once all five code words had been revealed, participants could solve the overall mystery phase formed by combining the sequence of each code word. In return, participants had the exciting chance to win the deluxe mystery break grand prize for two.
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