Campaign details

Brand: Sony Pictures
Lead Agency: Universal McCann
Region: NA

Strategy

Objective

Sony Pictures Animation & Universal McCann enlisted AdColony's help to conduct a mobile campaign to drive awareness for their much-anticipated movie adaptation of the classic tale of Peter Rabbit. To introduce and build affinity for the key characters in the story, Sony wanted to use the unique interactive capabilities of AdColony's Dynamic End Card.

After a custom mobile-only movie trailer, users tap into a garden environment and swipe their screens to help Peter Rabbit chop different veggies in a familiar action as they appear while avoiding the blackberries. By gamifying the experience with a swipe and triggering haptic feedback, It enabled users to engage in a truly mobile-first way. In addition, users are given the option to replay the game to beat their previous score, watch exclusive long-form videos, or tap to visit the theatrical website.