This Means War advertising campaign will be delivered via Tribal Fusion in 15 countries across Europe

London, UK (14 February 2012) Tribal Fusion, the global online advertising provider owned by Exponential, is delivering a new international advertising campaign for Twentieth Century Fox’s new action comedy This Means War, starring Reese Witherspoon, Chris Pine and Tom Hardy.

The campaign, which will run on a Cost Per Engagement (CPE) basis, started in the UK on 15th January and has already expanded into Ireland, Spain, Austria and Finland to correspond with the film’s release date in each country. The campaign will run in 15 countries including France, The Netherlands and Germany by14th March.

Tribal Fusion built a bespoke video ad unit for the film using its Firefly Video engagement video platform, based on creative by agency TVGLA. The unit expands on user engagement from a standard MPU into a full-page unit that includes the full film trailer and social media sharing to allow users to quickly and easily share the trailer with their friends. Tribal Fusion then localised the unit for every territory.

Bettina Sherick, Senior Vice President, Strategic Digital Marketing, Twentieth Century Fox International, commented: “Firefly Video is a good choice for a brand like Twentieth Century Fox International. The flexibility in creative and elegance in presentation allows us to build a great branding experience, as well as incorporating social sharing that is important for building word-of-mouth, a key element in film advertising. Also, by allowing Vizeum to buy on a CPE basis, we know we will only be paying when a potential movie goer watches the trailer as opposed to simply buying ad impressions.”

Priya Patel, senior digital planner at Vizeum Global added: “It’s essential that even the most complex, multi-territory campaigns are delivered seamlessly. Vizeum’s first collaboration with Tribal Fusion on the launch of This Means War has been a case study in how it should be done, where the right multi-agency specialists are involved in the right way.”

“This campaign shows the type service that Tribal Fusion’s new international sales can offer agencies and brands,” added Dan Yeadon, international sales manager at Tribal Fusion “Our engaging creative solutions, which are built and hosted in-house, can be offered across the network. This allows agencies to plan and run global campaigns easily and efficiently at scale.”

Yeadon joined Tribal Fusion last month from the BBC to drive international campaigns based in London. He said Firefly Video was designed to combine the emotion and impact of TV with the fine-grain targeting, rich audience insights, and interactivity of online display advertising.

About Tribal Fusion

Tribal Fusion ( is a global online advertising provider that drives sales for the world’s top brands by helping them learn about, reach and engage their online audiences more effectively.

We combine our premium publisher network, advanced online ad technology and integrated audience data on a single platform to deliver audience insights, targeting and creative solutions that transform the way brands connect with their prospective customers.

Tribal Fusion reaches almost 500 million monthly unique users, was founded in 2001 and is part of the Exponential Group of online businesses – a technology-enabled media services company headquartered in Emeryville, California with operations in 37 locations worldwide.

About Twentieth Century Fox International

Twentieth Century Fox International is a unit of Fox Filmed Entertainment, a segment of Fox Entertainment Group.

Media Contact Europe:
Naomi Hawney
Tribal Fusion
Senior Marketing Manager, EMEA
T: +44 203 411 7436

Published on: 12:38PM on 14th February 2012