The Ugly Truth was a rom-com with bite that brought the age old battle-of-the-sexes debate to the big screen. Our job was to replicate that same struggle in the digital web 2.0 world.
The solution? Bring the title characters and their incessant bickering to life on Twitter and drive interaction from the rich-media adverts.
Two twitter feeds were set-up to dynamically update in real time into the rich-media adverts, showcasing the regular banter taking place between uptight Abby Richter and chauvinist Mike Chadway. Users could click-through to the actual twitter feeds and begin a two way dialogue with the characters.
A full dialogue transcript was written for the twitter feeds, humorously bringing to life a raging argument between the two characters and their attempts to get one-up on the other. The twitter feed was then worked into a variety of display formats including MPU’s, expandable leaderboards and home page take-overs for MSN Messenger Today.
Adverts averaged 25% higher interaction times than entertainment industry averages on similar ads. Interactions with the twitter feed increased by 200% once the adverts launched showing on-going interaction from the audience.