Firefox compatible

Client: New Line Cinema
Creative Agency: HeavenSpot
Technology Vendor: IGN.com

We partnered with IGN.com to launch the "Snakes on a Plane" ad banner generator for the release of the DVD. Based on the enormous amount of user-generated participation for the theatrical release, we knew we could build onto this for the home entertainment release. By allowing fans to create their own designs using "Snakes on a Plane" assets, we were able to give them a playground to express themselves with the association that the SOAP phenomenon had already established, while pushing DVD "in stores" messaging for our film. In addition, we leveraged the fans to push this messaging on their own websites and pages, creating additional share of voice for our campaign. A sweepstakes was overlaid onto this to provide additional incentive for participation, as well as capture a database for future marketing.

Our agency, HeavenSpot, developed the creative and the backend technology, and we handed it to IGN to host. We are running media on IGN to push this promotion. Numbers are not yet available to measure success.
-- Nicole Butte, VP interactive promotions & media, New Line Cinema

I have to admit that I don't quite "get" the "Snakes on a Plane" phenomenon. When I first saw the trailer, I did a mental "huh?". In spite of my hesitation, it's viral following seems to go on, and I think that New Line did the right thing by taking the viral viability of the movie's fans and tapping them to get the word out on the upcoming DVD release.

The interface for building your own banner ad was simple and effective. I had built 10 different banners in less than 10 minutes and even found a few of them to be effective.  There were a few glitches as I tried to tab through the submission form, but after reaching over to my mouse to get me back on the form, all was well again and I had my official entry into the sweepstakes.

I think generating hype for DVD sales is a tough nut to crack for the interactive agency, and HeavenSpot reached out there and tried to make it happen.
-- Keith Pape, senior partner, FrontGate Creative

"Snakes on a Plane" defied everybody's expectations when it didn't go straight to video after release. The ensuing cult following of the film makes an interactive user-generated banner campaign the perfect way to market to the audience who appreciated the humor of the film.
 
At first I had some trouble previewing the banners I had created, making usability an issue; but it seemed to work better once I tried creating them in Internet Explorer. You can upload your own photo as well as write your own taglines to personalize the ad. You can create several different scenes with different characters and backgrounds to choose from.

The ad has the perfect combination of freedom of creativity for the user, while still promoting the release of the film. I could see these ads popping up in different variations in MySpace profiles and blogs everywhere.
-- Krisserin Canary, assistant editor, iMediaConnection

If "Snakes on a Plane" the movie wasn’t enough, now we have the DVD release-- complete with another great “make your own banner” authoring tool.

I love this! Another great example of why user-generated content, now available in the form of banner advertising, keeps us on our toes to give good banner-- otherwise, the consumer will gladly do it for us. While I found the black background and small type a little tough to read (remember David Ogilvy’s rule about reversing type out of black?), the authoring tool is simple and terrific. Assuming I’ve seen the movie, or even if I didn’t, this team of client and agency has given the IGN gamer audience a great reason to keep flipping the film any way you want… and in doing so, makes me wanna make the DVD a must-have part of my cult “snakesploitation” collection.

As Borat would say, Thazzzza Nize!
-- Alan Schulman, chief creative officer, Brand New World