The Hobbit:

The Desolation of Smaug

The Hobbit: The Desolation Of Smaug is the first film campaign where the creative is unified across all platforms and gives consumers an interactive, deep-dive into the film, with additional information about key characters, events and artefacts from the movie, actor biographies, behind-the-scenes videos and desktop wallpapers. We offered Hobbit fans a free blueprint download for a 3D-printed model of “The Key to Erebor”, a major artefact in the film’s plot, the first of its kind globally from advertising.

See the ad here.

Check out the one pager here.

Role

As lead PM on this project, I negotiated the initial schedule, features, and design with an internal design team, and then oversaw its development through a PM who managed the day-to-day development scrums for this 3-month project.

Success Metrics

• Featured post on the Microsoft Advertising website

• Secured 46 pieces of overwhelmingly positive coverage with 37,485,893 total estimated circulation, including:

  • Pocket-lint
    The Hobbit ad gives a downloadable blueprint for a 3D-printed model

  • Digital Spy
    'The Hobbit' 3D printer model giveaway launched

  • Connected Digital World
    Microsoft and Warner Bros launch first ever ad featuring 3D Printers

  • Cue Entertainment
    ‘HOBBIT’ GETS INNOVATIVE ADS-IN-APS AD CAMPAIGN

• The Hobbit: Desolation of Smaug ad campaign delivered in full in the UK with 2,173,442 impressions delivered in total and 46,759 extra impressions.

• The total number of clicks is 25,064, which translates in a click-thru rate of 0.92%. In terms of engagement with the BDE, the campaign performed very well, with 34,892 video views of the three trailers hosted in the landing experience.