Google Chrome: A Journey Through Middle Earth

Role: Social Media Account Manager

Objective

Google needed to launch the latest Chrome Experiment for The Hobbit in a way that got fans really excited about the Experiment, but also about the movie. Key metrics were awareness and engagement levels for the interactive Journey through Middle-Earth.

Idea

To identify who were the key audiences of The Hobbit, social listening was used to define different audience segments. From there, a multi-platform, rich media campaign for the three identified audiences was planned and implemented through phased launches, bursts of activity and social creative content.

Results

Video CTR and video completion smashing industry benchmarks and over 30K social shares, plus taking home the 2015 Webby’s People Choice Award.