Warner Bros. puts “Matrix” tweets at the center of the DOOH global campaign


Dive brief:

  • Warner Bros., in partnership with Dive Networks and Twitter, features tweets from fans of the “Matrix” franchise on digital billboards in the United States, Mexico and Japan, according to an emailed press release at Marketing Dive. With the premiere of “The Matrix Resurrections” on December 22, each city that is a part of the effort sees a different set of tweets from fans who live in that market.
  • Billboards, located near theaters where the film is shown, show a video of Keanu Reeves, who plays the hero Neo in the film, invoking tweets from fans. Twitter Billboards, which is expanding Twitter campaigns to the physical world with Digital Out-of-Home Billboards (DOOH), is fueling the effort.
  • By broadcasting local tweets on digital billboards in real time, Warner Bros. hopes to generate excitement among fans around the first “Matrix” movie in almost 20 years. Fans can tweet #TheMatrixResurrections for a chance to be on a billboard in their city.

Dive overview:

The Warner Bros. campaign DOOH is designed to attract moviegoers who may be on the go to theaters. Marketers’ interest in outdoor advertising grew this year in hopes that more people would leave their homes to shop, go out to eat and return to the movies as concerns about the pandemic faded. However, the “Matrix” effort comes amid a spike in COVID-19 infections due to the omicron variant, which could lessen the impact.

By taking advantage of the real-time nature of Twitter’s timeline and extending it to the real world via digital billboards, Warner Bros. hopes to engage and immerse fans in the excitement surrounding the upcoming release 20 years after the last Matrix movie. Tweets will be updated on notice boards throughout the campaign. People whose tweets are featured will receive photos of them.

Using jaw-dropping digital out-of-home placements and personalized captured footage from Keanu Reeves, casual travelers can immerse themselves in ‘The Matrix Resurrections’ and share the excitement with the fan community both online and in the real world, “said Bryan Warman, senior vice president of global digital marketing for Warner Bros., in a statement.

Almost nine out of ten advertising managers agreed that people have increased vigilance outside their homes, which translates into receptivity to outdoor advertisements, according to research from Alfi. In particular, affluent young consumers who interact with DOOH ads are more likely to spread the word and conduct research on mobile compared to their interactions with other media.

The main reason (61%) that new DOOH campaigns were introduced in the past year and a half was due to creative flexibility enabled by programmatic, according to research by the DPAA. Marketers were empowered by the flexibility of schedules and the new available inventory that they could access through their preferred platform. Interest in DOOH is expected to remain strong over the coming year. Eight out of two traders said they recommend DOOH in their media plans next year, according to the DPAA.