WALL-E 99items like navigations in rich media ads, it was virtually untested for a game of
this magnitude. With a little trial and error the development department came
up with a truly unique online 3D experience for WALL-E. The goal of the game
is to collect as many objects as you can before WALL-E’s power runs out.
Mystery objects give WALL-E a speed boost, more power or even take some
power away. Players could even toggle their point of view (POV) with the
space bar, allowing them to fully appreciate the entire spectrum of the 3D
gaming environment.
Results
Common web metrics are important in any digital campaign, but for a feature
film it all comes down to one thing: opening weekend box office takings. The
main goal of any movie campaign is simple: to promote awareness for the
film’s release and push opening weekend as an event that the movie going
public just cannot miss.
According to the AvatarLabs team the WALL-E campaign was a lot of fun to
work on, but demanded an intense understanding of not only the client’s
needs, but also the brand’s marketing requirements. A thorough understand-
ing of the campaign goals, long-standing relationships with host-site teams
and an unwavering desire to push forward with new technologies combined
to help the creative team deliver award-winning work that was both simple in
the cleanliness of its execution and incredibly complex in the depth of its
content.
Bottom line: WALL-E went on to become the highest-grossing film on its
opening weekend.
Lessons
Successful online promotion is as much about understanding your audience
and your campaign goals as any form of advertising has ever been. The scope
of options available to the online advertiser is mind-boggling, but having a