Campaign Structure
Digital Media Management
Channels Used: DV360 (YouTube TrueView, Programmatic Video, Display), Meta Video ThruPlay, Google Performance Max
Premium Partnerships: Box Office Türkiye, Sinemalar.com, DonanımHaber, Merlin’s Kazanı, and other leading media partners
Approach: Audience-first planning and continuous optimization tailored to each title to directly support box-office outcomes
Showcase Result — Barbie
Opening Day (21 July 2023): 172,254 admissions → Best Friday opening of July
Opening Weekend: 397,247 admissions; 41.8 million TL box-office revenue → Third-best opening of the year
Cumulative Performance (as of 31 August 2023):
- 1,363,000+ admissions
- 137–141 million TL box-office revenue
- Ranked 14th among the most-watched foreign films in Turkey in 2023
Cultural Impact: The “Barbenheimer” phenomenon generated millions of interactions across social media.
Overall Business Outcomes
- Advertising operations for all TME Films titles released in Turkey are managed by Minds2Lead.
- Strategic media planning, performance-oriented buying, and premium content partnerships are applied on every project to achieve the targeted box-office results.
- Result: Both strong box-office revenues and sustained cultural buzz were achieved across the portfolio.
Minds2Lead’s Contribution
- Digital advertising management, operations, and media planning for all film launches of TME Films, Sony Pictures, and Warner Bros. across Turkey, Moldova, and Georgia.
- Campaigns that reached hundreds of thousands of moviegoers and generated millions of interactions.
- Clear contribution to box-office growth, increased brand awareness, and wider resonance of the films in popular culture.