Campaign details

Brand: Warner Bros. Entertainment
Lead Agency: Mirum Agency
Region: LATAM

Strategy

Objective

The goal with this campaign was to use the biggest element of the film Ready Player One - the hunt for Easter eggs - to publicize the film, catching the attention of the hardcore fans of the original book as well as people who did not know the story. The Warner Bros. already works with a series of media strategies using the Adwords. Within this strategies we have identified an opportunity to use the keyword search of the movie in a search for the key element of it (Easter eggs).

Target Audience

Fans of the book who had waited years for an adaptation to the theaters. They already found all the Easter eggs in the book and were crazy to know what was in the movie. At the same time, we needed to enter people who did not know the story of Ready Player One in this crazy universe of hunting for Easter eggs

Creative Strategy