Since this ad form allows for extreme customizability, a « mini-site » was created allowing the user to really get into the movie’s vibe, reading character descriptions and viewing trailers. The engagement was driven through a call to action button redirecting the user to a contest where they could win numerous prizes. Three questions were asked linked to the Batman universe about Batman, Catwoman and the Riddler. On this mini-site was also the possibility to book your ticket to see the movie in theaters.
The main targeted audience for this phase were all genders between 18 and 34 years old. This audience was refined based on multiple affinities and behavior: TV Drama and Series, Comedy, Action, Crime, Sci-Fi, Animation, Cosplay, Games, Anime & Comics.
The second focus was on a younger male (12-24) and female (18-34) audience, also targeted on similar affinities and behavior.