"Inception" glider
Launching a successful home entertainment DVD campaign can be tricky. Much of your target audience has already seen the movie or has at least seen the previous movie launch campaign. Therefore, DVD launch campaigns should aim at emphasizing the extra features that weren't included in the movie release. This will not only further entice viewers and fans but also create a powerful experience and generate interest for the DVD release, given the right promotional ad.
This is what Warner Brothers Home Video did for the launch of the Blu-ray and DVD release of "Inception." It wanted to use a high-impact stunt to drive awareness. Therefore, the company challenged CBS Interactive to produce an exhilarating experience that would mimic the movie's fast pace and manipulation of space and time. The ad was placed on GameSpot's homepage. Using the glider ad format, the site falls back toward the user to reveal a user-initiated video.
Concurring with the Nielsen and comScore studies that great creative delivers great results, this ad exceeded the benchmarks. Dwell rate, a metric that is linked to high brand effectiveness and measures mouse movement over an ad, was 268 percent above the benchmark. Click-through rate was 247 percent above the benchmark.
