Brief: 20th Century Fox International approached Beatwax to create a unique, standout multiple partner campaign for the Russian, Greek and UK markets to deliver compelling AV footage around an experiential event
Response: Blu’s Route to Rio
Rio’s central character is a rare blue macaw called Blu. He is supposedly the last of his kind. When a female is discovered in Rio, plans are hatched to take Blu from his small town home of Moose Lake Minnesota to Rio to meet her. There is one problem: A lifetime living in domesticity and a lack of confidence has left Blu unable to fly! Needless to say, after an amazing adventure on route to Rio, he eventually flies AND gets the girl!
We created a race from Moose Lake Minnesota (a real place) to Miami, and then onto Rio! On route our racers would be given the skills to fly! They were pushed out of aeroplanes over Minneapolis (wearing parachutes), given the controls of a light aircraft over Atlanta; taught confidence boosting skills such as learning to Samba and performing that dance to a live audience in Jacksonville, or performing Capoeira in Chicago. Racers had to use their initiative to get across country; we broke the route up into 7 legs and gave them checkpoints at which they needed to arrive at specific times and dates. After that they were on their own armed with an iPad and a small cash allowance.
Whichever racer amassed the most points (racers were graded in the flight tasks and in route planning skills), would go on to Rio to complete one final task – hang gliding from the Cocavarra – just as Blu does in the film!
Outcome:
US news broadcaster NBC tracked the journey at key points on route and delivered this amazing 8 minute news piece live from Moose Lake at the start of the journey:
MSN created a wide UK and European campaign highlighting the daily exploits of their film correspondent Ed Holden, and his UK teammate - CBBC news presenter UK John Watson. This featured multiple blog posts, social media support and advance recruitment to galvanise MSN customers to follow Ed and John across continent.
Russian TV partner MKTB and Greek broadcaster ANT1 delivered a total $450K campaign to find two participants from amongst their audience in their respective markets. An extensive advance publicity drive across platform ensued to find their participants. This was followed up with guaranteed broadcasting of the experience on each channel using edited footage we supplied to them as the event unfolded on a daily basis.
Comments
Post has no comments.