2013 Winners & Shortlists

Results and Effectiveness

676 tweets were received using the hashtag in less than 2 hours.*** Avatar premier became the most watched slot on the channel with reach in Saudi increasing by 134% from an average 3.2% to 7.4% ** Fox Movies twitter followers increased by 141% to 4100 followers. *** Twitter campaign reached an audience of 69,000 followers during the premier *** Facebook fans increased by 105% to 619,000 fans in just 4 weeks during the campaign. ***

Creative Execution

We created a hashtag #avataronfoxmovies inviting viewers to tweet their thoughts & comments in real-time during the premier. The activity was heavily promoted across Fox Movies on-air & social platforms. At the end of the movie, the channel turned the best tweets into a live 20’ ad – The Tweet Spot. The spot rewarded for Avatar fans by providing their tweets regional visibility. It was an unprecedented moment in broadcasting as for the first time in the region, tweets were used in the creation of TV content.

Insights, Strategy and the Idea

The Avatar premier on Fox Movies was a special moment for movie fans in Saudi. As Cinemas are officially banned in the Kingdom and Avatar was never released here, for Saudi movie buffs, the only way to catch the latest flicks is to travel to nearby Bahrain or sometimes even UAE! Fox Movies’ challenge was to leverage this anticipation for Avatar to drive fan engagement and participation. We knew that Saudi TV viewers loved sharing their opinions online while watching TV. Research confirmed that as many as 70% people in Saudi are using a second-screen while watching TV*. The new multitasking viewer is tweeting and commenting while watching TV and hashtags were a proven tool to facilitate real-time conversations.