LAND OF OZ

Immersive experience for Disney’s Land of Oz movie launch.

OBJECTIVE

For the movie launch of Oz: The Great And Powerful, Disney Studios asked The Weather Channel to deliver a unique experience to drive ticket sales and awareness in a compelling way. We pitched to them my innovation - Fictional Forecast, which added the Land of Oz as a location in weather.com both online and on mobile web. To drive users to the page they could either search Land of Oz in the location search bar or click-thru the digital ad executions. Ad units included digital and mobile banners, homepage first view, custom branded backgrounds and adaptors.

RESULTS

The campaign was the second best performing campaign out of everything Disney and MediaBank did for the release. With the web homepage execution performing 86% over benchmarks and mobile ads performing 111% better than benchmarks. Based on the success of this campaign, Disney who had never spent with The Weather Channel digitally, became a regular digital advertiser.

RECOGNITION

2014 Digiday Publisher Award
2013 OMMA Award