Super Mario Bros. Movie
Power Up Promo
For the grand premiere of the Super Mario Bros. Movie on Peacock, I proposed a "Power Up tile" idea inspired by one of Mario's key icons, the Power Up box.
The icon critical to the game's lore and appearance in the film, would be placed all over prominent Peacock pages to entice the users to click on the tile, hinting at the film's arrival. Once users would click on the tile, they would be taken to the film's product page where additional info such as the release date, trailer, and talent is located. The user can then watch the trailer in anticipation or save the film to their "Watch List".
Tile Exploration
I started by creating a comp and mockup of what the tile would look like on platform. In relationship with Peacock's Film and Marketing teams, I was able to present my idea to the Nintendo team to receive official IP clearance and approval to use the film's official design!
Strategy
I was able to incorporate the official design within my mockup for the brand strategy. The "Power Up" box plan was to be placed on prominent rails throughout Peacock, such as the Movies page and Main Browse Page.
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The design provides a visual break by create the illusion of the floating "Power Up" box with the negative space. This was the first time the design on platform was able to break set guidelines as usually all artwork tiles were full bleed to the container.
The intention was to ignite curiosity and interest while alluding to the presence of Mario on platform. Being the first implimentation of its kind on platform, the stunt would occur for a limited term to test user behavior. As the film was set to launch on 8/3, the tiles would be live on 7/25 and taken down after the official launch date.
Results
Overall, the "Power Up" strategy became a huge success in promoting the Super Mario Bros. Movie trailer and product page on platform.
The placement of the "Power Up" box across several rails on prominent pages led to a 137% increase in "Watch List" adds vs the 5 days prior to the stunt. (145,046 vs. 61,242 ads).
