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CLIENT
Warner Bros. / Microsoft
OBJECTIVE
Promote Steven Spielberg's movie A.I. by driving awareness without overt
promotional tactics, preserving the mystery and secrecy about the movie
plot. Building and reinforcing brand loyalty was an integral part of the
overall strategy.
SOLUTION
A user experience was designed and created, incorporating over
30 unique websites in one of the largest on-line mysteries ever created.
Viral marketing was a key focus, utilizing distinctive promotional
strategies to accomplish the goals at hand. The resulting impact was
regarded by the media as incredibly engaging, bringing the entertainment
industry to new heights. The promotion was recognized with many awards
including ADWEEK¹s Viral Campaign of the Year.
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