'Jurassic World' crushes summer blockbuster competition in digital ad impressions
- Universal Studios' "Jurassic World: Fallen Kingdom," released nationwide on June 22, earned about 575 million digital impressions between May 1 and June 20 — considerably more than any other summer film during that time period, according to an analysis by global media intelligence platform BIScience provided to Marketing Dive.
- That was despite not having the highest number of digital ad occurrences or appearing with the most publishers. The "Incredibles 2" occupied the No. 2 spot with more than 204 million impressions. "Ocean’s 8" had nearly 181 million, "Solo: A Star Wars Story" had more than 150 million and "Mamma Mia! Here We Go Again" had 97 million.
- Nearly 76% of the "Jurassic World" impressions came from mobile display, with nearly 17% from desktop display. Mobile video represented nearly 80% of "Incredibles 2" impressions and 56% of "Ocean's 8." Desktop display accounted for 54% of "Solo" impressions and 100% for "Mamma Mia!."
The high levels of impressions earned by "Jurassic World: Fallen Kingdom" suggest that a strong focus on mobile marketing and innovative brand tie-ups have helped the sequel stand out during the crowded summer movie season. In the lead-up to its wide release last Friday, Universal worked with a number of brands on promoting the film, including M&M's, Doritos and Jeep, in a global marketing campaign with an estimated media value of $185 million.
Jumbo-sized marketing to match the franchise's dino themes might've helped Universal boost social media chatter. The studio worked with Amazon to deliver a 40-foot long box — the e-commerce giant's largest delivery ever — that unlocked a cross-channel, interactive experience that leveraged Amazon's digital assistant Alexa. Frito-Lay's Doritos also created its largest chip to date, and shipped it to fans selected via an online auction and social media giveaway. The foot-long snacks were "hatched" from dinosaur eggs and kept in replica crates from the film franchise.
These efforts, collectively, could been a big driver of impressions and underscore how movie studios are trying to innovate past traditional ad formats like in-theater trailers and billboards to catch the attention of audiences that have no shortage of alternative viewing options, including online streaming services like Netflix. Box office revenue has slumped over the past few years and saw some its worst ticket sales in more than a decade last summer. The first "Jurassic World" had strong box office numbers in 2015, however, taking in $652 million. "Fallen Kingdom," beyond being a marketing winner, also had boffo performance in its opening weekend, bringing in an estimated $150 million in North America alone.