Microsoft Advertising partnered with Paramount Pictures, Skydance and MEC, to support the release of the highly anticipated summer film Terminator Genisys through a global cross-platform campaign running on Xbox, MSN and Skype.
The campaign featured an interactive trailer created exclusively for Xbox 360 by Paramount Pictures and Microsoft’s Creative Technologists, giving consumers an interactive deep-dive into the film. Built upon the Terminator Genisys trailer the interactive version featured a cursor driven target with Terminator vision. Xbox users could roll over different scenes within the trailer to find out detailed information about the characters. Clicking on characters as they appeared in the trailer to reveal additional content from the film, an opportunity to download exclusive content, and an avatar prop of a T-800 Endoskeleton.
In the UK, France, Germany and the US the bespoke campaign also, for the first time, featured a 24-hour multi-tile channel takeover across Xbox One and Xbox 360. The trailer ran across four tiles at once on the TV and Video channel; including three editorial and the advertising tile. Consumers were also directed to related store content from the editorial tiles and to the bespoke Terminator Genisys Landing Experience built by Microsoft technologists from the ad.