Case Study: Western Union boosts engagement and store visits with Millennial Media's Video Plus & Gamification

Western Union Goes To The Movies With Mobile

Western Union partnered with 20th Century Fox for its first entertainment tie‑in around the film RIO 2 to engage customers in a fun, family‑focused way. The challenge was to reach a diverse, bilingual audience and drive foot traffic to Western Union locations while reinforcing the brand’s core message about staying connected to loved ones.

Working with Millennial Media, the campaign used interactive Video Plus and Gamification creative, served in English and Spanish with precise audience targeting and geo‑targeted ads that directed users to WesternUnion.com’s store locator. Results included video completion rates up to 5% above benchmarks, Spanish creative CTRs nearly 3× platform averages, and strong performance from the “Entertainment Fan” audience segment.

Western Union