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.

Objectives:
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.