Fox Home Entertainment: Juno Launch

Agency

Moxie Interactive

Situation Profile

Fox Home Entertainment was preparing for the DVD launch of Juno, an indie favorite that launched in theaters to rave reviews several months earlier.

To promote the DVD, Fox wanted to tap into the active social networking audience in a way that was viral yet reflective of the movie's unique brand.

Campaign Objectives

Create awareness of Juno release, build buzz with the hard-to-reach youth demographic.

Drive pre-order sales of the DVD.

Execution

Slide designed several Juno themed viral SuperPoke! actions/virtual gifts that made fans feel like they were sharing an inside joke.

Recognizable by their bright orange backgrounds, the actions included "throw a pregnancy test at," "throw up a blue Slurpee on," "give the stinkeye to" and "throw an orange Tic-Tac at."

The sender of the SuperPoke! then saw an interactive banner ad that showed a trailer to the movie with music and a pre-order call to action.

Results

In a period of three weeks, the campaign totaled over 3 million actions sent.