Campaign Objective:
To raise awareness of the new Family Guy DVD Star Wars spoof- 'It's a Trap'. & encourage interaction with the brand by running a daily competition on Facebook to win Family Guy DVD's and ultimately drive DVD sales.

The Creative
The creative featured 4 different designs, 3 of them very tongue in cheek and the 4th one encouraged people to see if they could think of funnier captions than the posters with a prize incentive.

Media:
Male A3 Washroom panels throughout Bars, Pubs & Clubs including Luminar venues, Yates, Hogs Head, Litten Tree & Slug & Lettuce

Research objectives
To measure recall ad awareness of the campaign, to gain learnings on the creative and to understand what effect the campaign had on encouraging Word of Mouth about the brand in the venues.

Effectiveness:
76% were already a fan of either Family Guy,or Star Wars- proving total relevance of audience
87% prompted recognition of the Family Guy posters
50% correctly identified the posters as promoting a competition
34% said they would go on to buy the DVD62% of those told at least one friend in the bar about the competition- trebling campaign reach
19% suggested they would go on to tell other people outside the bar about the competition
Top three comments about the campaign were- 'funny', 'eye-catching', 'different' Facebook was overwhelmingly the preferred online channel

*Admedia independent research in conunction with Market Management