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Exverus wins OMMA for Best Mobile Marketing Campaign 2025

  • Exverus Staff
  • 21 hours ago
  • 2 min read

"The Chosen App: Download Your Calling" gathered fans, sold merch, and grew viewership by driving over 1 million app downloads in 3 months.


still shots from The Chosen mobile marketing campaign

OCTOBER 9, 2025 (LOS ANGELES, CA) -- Exverus by Brainlabs was awarded the 2025 MediaPost Online Media, Marketing & Advertising Award (OMMA) for Best Mobile Marketing Campaign for "The Chosen App: Download Your Calling" plan, which ran in 2024. See all the winners here.



In preparing to launch Season 4, "The Chosen" media team, led by Exverus' highly decorated Media Director Anna Elema, planned an integrated paid media strategy aiming to drive 495K mobile app downloads at a cost per install of $4 or less to grow the viewing community and raise enough funds to continue production.


Consumer behavioral data confirmed that our US-based target audience uses mobile for internet access more than any other device type, and their top two internet activities are watching videos and messaging, so a streaming/community app was the perfect way to engage them. To entice viewers, we teased behind-the-scenes footage, access to the stars, and app-exclusive trailers.


Still shots of The Chosen App in the mobile app store

Since the chief KPI was downloads, we focused our efforts on the places where people consider downloading new apps: the Apple and Google Stores, plus Meta, which our target demo over-indexed on for discovering brands and cultural phenomena. In fact, market research showed that in 2024, over half of millennials and Gen Z reported getting better recommendations for TV shows and movies from social media than from streaming services!


The path-to-install was content-driven and effortless. We mixed up the creative visuals in real-time response to CPI fluctuations and infused extra spend around theatrical Hollywood premieres to capitalize on branded volume. 


And it worked:

In 3 months, we made The Chosen App #1 in the AppleTV Store and the #2 free app in the iOS store!
We drove nearly 1 million downloads in the US, double our goal and triple the global app-install trend for the same period.

Our cost per install averaged $1.91, or 52% lower than expected! Apple Search alone landed a $0.94 CPI, a stunning 76% below the platform benchmark. Grab your chalice and popcorn and cheers!

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