Tribal Fusion Global Network to Deliver International Campaign for Twentieth Century Fox

Tribal Fusion Global Network to Deliver International Campaign for Twentieth Century Fox

LONDON, February 14, 2012/PRNewswire/ --

This Means War Advertising Campaign Will be Delivered via Tribal Fusion in 15
Countries Across Europe

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 (http://www.tribalfusion.com [
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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.

i) 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.
ii) 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
E: naomi.hawney@tribalfusion-corp.com
T: +44-203-411-7436

Source: Tribal Fusion

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