Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They used MESH Planning's mobile research methodology, called TROI, to capture marketing touchpoints in real time. This approach helped Fox better understand the buildup effects of different channels in the promotion of the movies Australia and The Day the Earth Stood Still. The study uncovered that the engagement with posters wears out quite fast, while Internet offers a variety of opportunities for engagement. But the study also showed that the effectiveness of the campaign elements is influenced by the type of movie. Over time, by doing more studies, Fox will have more insight into the campaign effectiveness of specific genres, audiences, and countries, resulting in an improved media ROI.