Predators Ð Case Study

Client:Twentieth Century Fox
Services:Creative & Media Production

To promote the Blu-ray and DVD release of Predators, we designed and built this innovative expandable takeover ad which transformed into a ‘kill-or-be-killed’ game, where the user chooses weapons to defend themselves against a heavyweight foe – the Berserker Predator. The full-screen game experience placed users directly in the action to excite the film’s young, game-orientated market with collateral damage of the publisher’s website. In addition the ad enabled users to seamlessly enter a global MPG transferring any point they scored within the unit into the game.

The ad was localized for 5 international territories including the US and UK, where it was hugely successful registering a dwell rate of 80% above the benchmark. The ad has received several creative award nominations as well as winning the 2011 OMMA Award for Best Home Page Takeover.