Case Study: Paramount Pictures achieves 2.6M completed trailer views and high mobile engagement with Millennial Media

Paramount Transforms Mobile Strategy with Innovative Rich Media and Video for Transformers: Age of Extinction

Paramount Pictures International made mobile a core part of its awareness strategy for Transformers: Age of Extinction and wanted a fresh, high-impact way to drive trailer views across key global markets. The challenge was to reach the right mobile audiences with creative that stood out on smartphones and tablets and delivered measurable completed views.

Working with MEC Global Solutions, Millennial Media ran a CPCV campaign across six markets (France, UK, Germany, Russia, Brazil, South Korea), targeting 16–49-year-old males on Android and iOS. A custom Video WRAPPER ad framed the trailer with rich media and an accelerometer-driven Dinobot interaction; the campaign generated more than 2.6 million completed views, with completion rates of 41% in Brazil, 32% in France and 30% in Russia, a 3% full rewatch rate and a 5% engagement rate to additional video and social content.

Paramount