Oath creates immersive holiday-themed experience to celebrate launch of Hotel Transylvania 3, amplified by extensive media opportunities via owned and operated media
In partnership with OMD International and Sony Pictures, Oath rolled out an immersive screening of Hotel Transylvania 3 in London.
The bespoke viewing event was designed to engage families with holiday themed activities including competitions, crazy golf and beach games. This interactive screening party aimed to bring the feel good vacation narrative from the blockbuster to life and act as a catalyst for native social interaction – generating organic amplification across digital platforms for the film - as well as distributing video content from the event across Oath's O&O and distribution platforms.
The exclusive preview event at Roof East, Stratford was attended by an audience of 100, made up of Oath competition winners, families, social influencers and VIPs including guest host Emma Bunton. This event activation has also reached a far greater audience online through Oath's unique digital properties and media opportunities.
The distribution side of the partnership saw content including a highlights video delivered across Oath's native ad platform Gemini, as well as HuffPost and Yahoo through organic, social and targeted editorial, allowing for extensive earned media opportunities for Sony Pictures.
The online campaign is live now will end on 21st August, reaching millions of families across eight different markets.
George Whyles, Account Director at OMD said "OMD were delighted to form a solid working partnership with Oath to make this a genuine global execution that meant something to everyone. Right from concept phase, it was clear that Oath with their scale and expertise, were the only vendor to make this work so seamlessly, from media through creative execution. The value that it has created through the partnership to the organic exposure has been second to none and we are thoroughly proud to have achieved such success. We're looking forward to the next title!"
Jack Bamberger, VP of Global Partnerships at Oath, said:
"At Oath we're working hard to create meaningful experiences that people enjoy and value. The combination of our inhouse global creative solutions with RYOT Studio, our audiences on our own properties and our powerful distribution platforms to premium third party partners means that we can work with brands and agencies to create compelling content and also reach the right audience with that content at scale. We've loved working on this project with Sony and OMD International and together we've built an immersive real-world experience that offers real value to fans of the films that also produces digital content that builds engagement outside of just a 30 second trailer to excite parents and kids alike about the new release in the franchise."