What's the story?

In Q4 of 2013, Google launched "A Journey through Middle-earth", a Chrome Experiment inspired by the film "The Hobbit: The Desolation of Smaug". This was Google's first truly mobile-centric experiment and pushed the boundaries of what's possible on the mobile web by using bleeding edge tech that was only supported in Chrome.

Our task was to develop an innovative multi-platform media campaign to drive awareness and social engagement for the largest Chrome Experiment to date.

Insights and audience:
This campaign marked Essence’s first use of social monitoring as a core planning tool to inform execution strategy. By analysing social activity surrounding the previous Hobbit film as a proxy, we identified three target audiences:

  • Denizen of Middle-earth: A Lord of the Rings ‘evergreen’ audience that maintains interest year-round;
  • Bandwagon Geek: A standard ‘geek’ audience that ramps interest leading up to a film premiere; and
  • Mainstream Buff: A mainstream movie audience that consumes relevant content closer to the release.