DIVE Networks Secures Adweek’s “Best Use of Celebrity in an Experimental Activation” Award
Industry: Art & Design
Media innovation leader DIVE Networks Partnered with Warner Brothers in award-winning global campaign
Toronto, Canada (PRUnderground) September 20th, 2022
DIVE Networks is proud to announce that its campaign for ‘The Matrix Resurrections’ in partnership with Twitter and Warner Brothers, has just received the ‘Best Use of Celebrity in an Experimental Activation’ Award by Adweek. In anticipation of the release of ‘The Matrix Resurrections’, DIVE and Twitter powered an integrated campaign to bring franchise fans together from all corners of the world.
The execution put real time conversation and excitement from fans at the center of a global, digital out-of-home program. This campaign authentically featured talent making it the first of its kind for any brand’s partnership with DIVE and Twitter.
“With the release of “The Matrix Resurrections” trailers, we wanted to share this experience with more fans in a new and innovative way, and partnered with Warner Bros and DIVE to make it happen. This global digital-out-of-home campaign tributes the epic story of Neo while also bringing fans into the fold, and we’re thrilled to see its impact recognized by Adweek.” – Ged Tarpey, Managing Director of Media & Entertainment at Twitter
The DOOH campaign featured Keanu Reeves summoning fan tweets in select cities across the U.S., Mexico, and Japan. With an added layer of customization the campaign strategically placed each billboard near theaters and displayed a different set of Tweets from fans who lived in each city.
DIVE Networks fused together traditional advertising, digital advertising, & social media,in one campaign. Tweets from the billboards were refreshed throughout the campaign and those who were featured became #billboardfamous and are sent a photo of their tweet on a billboard
“Embedding talent into the Billboard creative made this the perfect pairing of social conversation and the real-time capabilities of digital out of the home. Neo summoning tweets on the streets around the world rewarded audiences for being a part of the global conversation. Huge congratulations to the WB team.!” – Michael Girgis, DIVE Billboards
To learn more about DIVE Networks, please visit: https://www.dive-networks.com/
About DIVE Networks
DIVE Networks is an award-winning advertising technology company (ad-tech) that helps companies bridge the gap between digital marketing and out-of-home. DIVE Networks powers the next generation of global companies with always-on, customized, real-time content. One of DIVE’s exclusive products, DIVE Billboards, brings dynamic social media content to large format screens around the world. Trusted by Fortune 500 companies, DIVE Networks is cultivating conversations rooted in cutting-edge technology and strategic innovations.