Twentieth Century Fox: Life of Pi

Vanessa Coelho

Campaign details

Brand owner: Twentieth Century Fox
Agency: Vizeum and Soap
Brand: Twentieth Century Fox
Country: UK, Germany and Italy

This case study tells the story of a film, a movie studio and a media company that made the impossible possible. The film was about a boy who survives a shipwreck, only to find himself lost at sea, in a lifeboat, in the company of a Royal Bengal tiger. As such, the film was considered a tricky proposition for audiences. But Yahoo! took up the challenge, and the story of how it contributed to the success of Life of Pi, by capturing the attention of millions of users worldwide for the release of the film, is no ordinary one. Yahoo! defied conventional movie marketing, drawing inspiration from the movie's themes to establish an emotional connect with users, build awareness and create wonder. The results were unprecedented in terms of social media, and the film would go on to gross a phenomenal US$608,901,486, be nominated for 11 Academy Awards and would win four; more than any other film at the 2013 Oscars.

Market background and business objectives