Featuring a heart-pounding trailer, a rich media microsite and social features, the custom rich media ad grabs users’ attention while scaring them witless
The new horror film “Mama” concerns two sisters who vanished five years ago. Now they’re back, safe but definitely not sound. Where have they been, and what horror have they brought along with them? The interactive ad on Yahoo! Movies shares enough of the tale to hook users and keeps them hooked with special features like a “Mama” Twitter page where fans can virtually grab each other and hold on.
The film stars Jessica Chastain, recently Oscar nominated for “Zero Dark Thirty,” and marks both the English-language and feature film debut of Spain’s Andrés Muschietti. Based on Muschietti’s 2008 short film of the same name, “Mama” was shepherded to the big screen by executive producer Guillermo del Toro (“The Devil's Backbone,” “Hellboy,” “Pan's Labyrinth”).
Universal Pictures uses the Yahoo! Movies canvas to tingle your spine via two ad units. The 300x250 on the right plays a user-initiated looping trailer and includes social buttons and a showtime zip-code box.
The razor-thin 965x65 along the top expands into a haunting microsite of rich-media frights. Users can scare themselves silly with a clip, an extended trailer, and the original TV spot. As with the smaller unit, the microsite includes social sharing and a zip-code box that lets you look up movie times near you.
This “Mama” gets under your skin with rich media and interactivity that may not feel very maternal but sure is nightmarishly fun.
Click here to feel a mother’s love.
---Thomas T. Lady
