The release of ‘Captain America: The First Avenger’ saw Paramount Pictures International partner with be Viacom to promote the film. Crowd DNA were briefed to assess the effectiveness of the partnership across four territories: UK, Australia, Spain and Mexico.

We wanted to find out the impact of the campaign on audience behaviour and perceptions of the film. Our approach took in an online quant survey in the four markets, measuring areas such as awareness, likelihood to go and see the film and likelihood to recommend. To add further insight to the findings, we tasked cinema-going MTV viewers with blogging their thoughts on the campaign, from first hearing about the film through to going to see it.

The results were resoundingly positive. Those exposed to the campaign had a higher propensity to recommend the film and this effect was increased among those exposed to the campaign via multiple channels. The research gave be Viacom a powerful commercial sales to present to Paramount Pictures International and other advertisers.