MUMBAI: The landscape of digital marketing in India is changing at a rapid pace. Smart marketers are on top of this dynamic trend, as they mirror their strategies to consumer behavior.
Sony Pix is one such example, creating a unique, engaging digital experience for their audience every time. Its latest campaign for the Skyfall’s television premiere on 27 October used innovative technologies to glue their audience.
Devised by Tonic Media, its digital agency, the campaign aimed to bring about the biggest Skyfall Bond experience ever! Through this campaign, the user was given a taste of Bond’s secret missions. It was an opportunity for them to become a special agent under MI6, and win a trip to Bond in Motion London. Similar to the plot of Skyfall, the crux of these missions were to save people the users were close to (from their Facebook accounts).
Using integrated communication not just limited to social media, the users were led to the Skyfall game on the Sony Pix Facebook tab, where they were tested through a series of skill drills required to be a secret agent.
Apart from testing their focus and control skill in the first level of the bomb diffusion game, the most unique proposition was that, the users could convert their mobile phones into a remote control gun and directly play interacting with their desktops/PC’s.
The gaming experience was extended to innovative rich media banners on leading platforms like Yahoo India, MSN India and Times of India’s digital platform. Users coming to these platforms were given an experience of converting their mobile phone into a remote control gun and directly shooting in the Banner eliminating the villians.
And, the last phase of the secret mission was to enter secret codes flashed during the television premiere/telecast of Skyfall on Pix. This ensured sustained interest till the day of the premiere driving viewership on the grand finale day. Appointment viewing on television was taken to the next level.
On the digital campaign Tonic Media CEO Chetan Asher said: “The objective was to use digital experiential marketing and create excitement and buzz for Skyfall on Pix leading to viewership. Using innovative properties, we successfully used digital to bring alive the experience across all digital platforms.”
