In 2013, Warner Bros Interactive Entertainment (WB Games) was prepared to unleash a crossover video game experience unlike any other that year—Scribblenauts Unmasked: A DC Comics Adventure. For the promotion of this product and franchise, WB Games used the distinctive art style of the award-winning Scribblenauts series to re-imagine several iconic Warner Bros. properties through a string of parody images. These delightful homages were then strategically shared across the Warner Bros. network of Facebook Pages--which includes Friends (19.2 million fans), Sherlock Holmes (8 million fans), The Matrix (6 million fans), Batman Arkham (2.4 million fans), Man of Steel (2.1 million fans), and many more--to form two-way bridges that would extend the reach of two uncommonly associated franchises. Click here for a campaign overview. Some Examples From the Campaign: The Hobbit: An Unexpected Journey Scribblenauts Promotion (Warner Bros. Pictures) Man of Steel Scribblenauts Promotion (Warner Bros. Home Entertainment) Batman Returns Scribblenauts Promotion (Warner Bros. Home Entertainment) FRIENDS Scribblenauts Promotion (Warner Bros. Television) Batman: Arkham Origins Scribblenauts Promotion (Warner Bros. Interactive Entertainment) INJUSTICE Scribblenauts Promotion (Warner Bros. Interactive Entertainment) The Bodyguard Scribblenauts Promotion (Warner Bros. Home Video) The Matrix Scribblenauts Promotion (Warner Bros. Home Video) DC COMICS Scribblenauts Promotion (DC Entertainment) The goal of this campaign was not only to showcase the technology, passion, and fun that people would find in Scribblenauts Unmasked, but also revitalize catalog titles and engage newer properties by presenting their audiences on Facebook with never-before-seen exclusive artwork of their favorite films, TV shows, comic books, and video games. WB Games’ implementation of these parodies helped achieve substantial growth for the Scribblenauts Facebook page, increasing Page Likes by 58% during the campaign. With an estimated 15 million additional Facebook impressions delivered by this campaign, the heightened exposure of Scribblenauts in 2013 solidified the video game as a signature WB Games title during the landmark 90th Anniversary of Warner Bros. Studios. Metrics provided by Facebook Insights about the WB-Scribblenauts campaign justified the decision to move forward with spinoff product initiatives including new DC-Scribblenauts comic books and toys. Overall social synergy increased among cross divisional teams throughout Warner Bros. and Time Warner at large. This improved communication across the company contributed to further exploration of similar campaigns to strengthen the Warner Bros. network of Facebook Pages.
Campaign Overview: http://pdl.warnerbros.com/wbol/us/whv/med/WHV_Archive/ADS_CreativeProducer/AllStackedUp.jpg http://www.buzzfeed.com/scribblenauts/10-epic-film-parodies-you-missed-in-2013-i0a7 http://www.facebook.com/ScribblenautsVideoGame http://www.twitter.com/scribblemaxwell http://www.instagram.com/scribblenauts
