Viewers stand to attention for 50 Shades Darker 360 video ads

Universal Pictures has brought to a close an ad campaign encompassing 360 video and virtual reality elements for its movie 50 Shades Darker.

Fifty Shades Darker ballroom

The video content, placing viewers in a grand ballroom featured in the movie, saw considerable viewability uplift, hinting at the heightened engagement 360 videos can bring to brands.

The slot from Maxus Global and delivered by VR tech startup Omnivirt reportedly saw a 10 times uplift in engagement across mobile display placements in comparison to a control ad unit, hinting at effectiveness of such content in movie marketing.

The agency reports that it was brief of taking the 360 video beyond YouTube and Facebook, integrating it with suitable web pages where potential fans of the series will be able to see it.

Keith Baker, director of integrated media at Maxus Global, said: “OmniVirt’s platform allowed us to seamlessly integrate the 360VR experience into our existing media plan, target the film’s specific audience across web and mobile platforms and measure the impact of the creative.

“We witnessed a 10x uplift in engagement across mobile display placements when compared to the control ad unit, and saw viewers spending around 2 minutes in this experience on mobile devices,” he added.

Leigh Godfrey, vice president of digital marketing, Universal Pictures added: “we created this amazing asset and wanted to explore innovative ways to get this content in front of our fans.”

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