VMO & FANDOM deliver market first solution introducing home entertainment shoppers to the ‘Spider-Verse’
SYDNEY: VMO, Australia’s fastest growing digital out-of-home network has joined forces with the world’s largest fan-trusted entertainment site Fandom to create a custom, cross-platform content solution for Universal Sony’s home entertainment release of ‘Spider-Man: Into the Spider-Verse’.
Winning ‘Best Animated Feature’ at the 91st Academy Awards, Spider-Man: Into the Spider-Verse is the first animated feature film in the Spider-Man franchise, receiving considerable praise for its incredible animations, soundtrack and memorable characters.
Created entirely by the in-house creative and production team, VMO and Fandom developed a series of bespoke, digital character cards that introduced super-hero fans and shoppers alike to lead characters from the ‘Spider-Verse’ – providing insight into their origins and unique abilities.
Phase one of the campaign saw the suite of creatives showcased across the Fandom site, reaching over 300,000 entertainment fans with a dynamic mobile ‘inter-scroller’. The custom-build enabled users to engage with the film’s characters, view the trailer and click through to a ‘buy it first on digital’ feature.
The second stage added VMO’s digital retail network into the mix with the campaign amplified across 121 of VMO’s proximity and large-format ‘IMPACT’ screens for a 2-week period. VMO’s proprietary audience insights tool ‘DART360’, enabled a highly-targeted approach, delivering the message just metres from key retailers and in locations that over-indexed with shoppers searching for ‘Spider-Man’ and super-hero related terms on their mobile phones.
Paul Butler, Managing Director VMO comments: “This campaign showcases the unique strengths of our products across the Val Morgan Group. In this instance, we’ve seen a powerful combination of Outdoor and online channels working together to drive sales.”
The VMO retail network is in 400 locations and reaches a unique audience of 10 million shoppers weekly.
Fandom is the world’s largest entertainment site powered by fan passion. The fan-trusted source in entertainment provides a home to explore, contribute to, and celebrate the world of pop culture via carefully curated, fun, original multi-platform content.