BRM Platform
Case Study: Inception Mobile Campaign
The Inception mobile app campaign was designed to drive smartphone penetration by bringing the Inception story to life through
buzz-building engagements across multiple platforms. Given the complex storyline of the film, Tribal wanted to help consumers
navigate the intrigue of the plot and provide them with groundbreaking ways to uncover the truth about this Warner Brothers’ movie blockbuster.
Strategy
The campaign featured multiple technologies to yield top consumer-engagement results:
Immersive digital environment to give consumers a creative extension of the film’s storyline
Mobile game available exclusively to Verizon customers to enhance one of the film’s main plotlines
Custom mobile application to enable consumers to meet the characters, view exclusive content, and purchase movie tickets
First-ever Green Screen technology featuring theatrical film content — allowing consumers to place themselves in exclusive film footage and create personalized videos that they could share with friends
Immersive digital environment to give consumers a creative extension of the film’s storyline
Results
The mobile app was downloaded tens of thousands of times within a short period (the app’s lifespan was less than three months)
Mobile game available exclusively to Verizon customers to enhance one of the film’s main plotlines
Inception program opt-ins were fifteen times greater than similar campaigns that merely prompted consumers to text a keyword to a short code, which would lead to a mobile app download
The campaign received nearly 18 million media impressions, with a media value of over $1.1 million
