MUMBAI: Using MIMIEO, movie fans are watching and voting on movie trailers for Oscar nominated films using the iPhone, Facebook, and the website www.VoteOscarsAds.com.
The technology offers viewers a convenient method for getting current on Oscar nominated films, and preparing for the 24 February broadcast of the Academy Awards on ABC. Following each movie clip, participants will be asked whether they thought the trailer was entertaining, and whether the ad made them more or less likely to go see the film. Polling responses will then be used to create real-time movie rankings on the www.VoteOscarsAds.com website.
The research is unique since polling data is collected from mobile devices and the web simultaneously, and it offers insight into measurement of both the entertainment and marketing value of ads.
Votes continue to be collected, but responses to date indicate the movies There Will Be Blood, Into the Wild, American Gangster, Gone Baby Gone, and Charlie Wilson’s War have scored highest in entertainment and marketing value for measured ads.
MIMIEO will also be conducting research on the commercials televised during the broadcast of the Academy Awards. With spending at an estimated $1.6 million for each 30-seconds of commercial time, the cost nearly rivals the February 3rd Super Bowl ads. Companies including General Motors, Unilever, Procter & Gamble, J.C. Penny, Coca-Cola, and MasterCard are each expected to participate. To gauge advertising effectiveness, MIMIEO will collect polling results on Oscar night, as well as the throughout the following week.
The MIMIEO system was previously used to measure advertising effectiveness during the Super Bowl XLII commercials broadcast 3 February on FOX. Key findings showed some advertisers, such as Paramount Pictures and Marvel Entertainment with the Iron Man trailer, ranked highest in entertainment, but lower in marketing score.
Alternatively, advertisers such as Universal Pictures with the Wanted trailer, ranked higher in marketing score, but lower in entertainment score. The study revealed more viewers found the Iron Man trailer to be entertaining, but when it came down to the ad’s ability to influence preference for which movie to see, the Wanted movie had the higher score.