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20th Century Fox

20th Century Fox runs online ad campaign for This Means War with Tribal Fusion

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By The Drum Team, Editorial

February 14, 2012 | 2 min read

20th Century Fox is unveiling an online ad campaign for its latest action-comedy film, This Means War, starring Reese Witherspoon, Chris Pine and Tom Hardy.

Created by Tribal Fusion, the campaign will run in 15 countries including the UK, France, The Netherlands and Germany by14 March, and runs on a cost per engagement basis.

Tribal Fusion built a video ad unit for the film using its Firefly Video engagement video platform, based on creative by agency TVGLA, allowing the trailer to be watched on the full screen and shared via social media.

Bettina Sherick, senior vice president of strategic digital marketing for Twentieth Century Fox International, said: “Firefly Video is a good choice for a brand like Twentieth Century Fox International. The flexibility in creative and elegance in presentation allows us to build a great branding experience, as well as incorporating social sharing that is important for building word-of-mouth, a key element in film advertising.

“Also, by allowing Vizeum to buy on a CPE basis, we know we will only be paying when a potential movie goer watches the trailer as opposed to simply buying ad impressions.”

20th Century Fox

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