Dawn of the Planet of the Apes

Since learning about the Halo 2 Alternate Reality Game (ARG) "I Love Bees", I've always been a fan of interesting marketing campaigns for movies and games.

In addition to These Final Hours' ARG, which you can check out here, Motherboard has teamed up with Vice and the marketing company to make some interesting prequel shorts prior to the release of Dawn of the Planet of the Apes.

Whilst some are stronger than others, it's great to see new things being made that expand the scope of these worlds.

As great as these are, I do wonder how the marketing departments prove return on investments of these videos.  

How do these convert people who are on the fence, or weren't interested in the films and put bums on seats?

Either way, it's still great to know that there's platforms for these to exist.