IMAX UK

The entertainment technology company boosted ad recall by 12 points with polls in Instagram Stories that promoted advance ticket sales for Star Wars: The Rise of Skywalker.

THE STORY
Immersive experiences

IMAX is an innovator in entertainment technology, creating big-screen experiences that take audiences beyond the edge of their seats. For filmmakers and studios, the IMAX network is one of the world’s most important and successful theatrical distribution platforms for event films.

12-point

higher ad recall for poll ads in Stories

21%

ad recall rate among people who saw a poll ad in Stories

5.5 million

people reached

This campaign has highlighted that interactive Instagram Stories can lead to higher brand recall than standard, non-interactive ads on Instagram. We will incorporate this learning in our paid (and organic) social plans moving forwards.
BEN CAUNTER, HEAD OF INTERNATIONAL FILM & EXHIBITOR MARKETING, IMAX
THE GOAL
Selling advance tickets for Star Wars

In the UK, IMAX wanted to use the theatrical opening of the final film in the Star Wars saga—The Rise of Skywalker—to test the idea that interactive polling stickers in Instagram ads would increase brand awareness and sales more effectively than the standard Instagram Stories format.

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THE SOLUTION
A poll challenge for Force fans

IMAX and its agency Way to Blue developed a campaign that used three different versions of similar ad creative, two of which contained a poll. The idea was to test whether ads that used a poll would help generate brand awareness at a higher level than ad creative that did not without a poll. IMAX chose the brand awareness option as the ad objective and also optimised delivery for brand awareness.

The ad creative followed Facebook’s best practice guidelines for mobile—using clear branding and messaging within the first few seconds—and were designed for sound-off viewing. Through Instagram polling stickers, people were invited to vote in the ads about whether they would turn to the dark side of the Force to obtain an IMAX ticket. The polling stickers encouraged people to interact with the ads, and a Book now call to action prompted them to act on their decision.

Polling stickers quickly conveyed the point of the IMAX campaign for Star Wars: The Rise of Skywalker in an entertaining way, and helped increase ad recall. Running from October 25–November 7, 2019 and measured by a Facebook brand lift study, the campaign produced:

  • 12-point higher ad recall for poll ads in Stories

  • 21% ad recall rate among people who saw a poll ad in Stories

  • 5.5 million people reached