Spinnaker And DoubleClick Create Digital First For Spider-Man
Posted by: Spinnaker Direct
Date added: Wed 04 Jul 2012
DoubleClick Rich Media has provided the technology for Spinnaker to create an in-banner game that functions in the YouTube masthead and can be connected with a user’s smartphone allowing a form of in-banner gaming that has never been seen before.
The campaign launches on 4th July the first full day The Amazing Spider-Man is at cinemas, and will also be rolled out across other territories including Australia.
After the Spider-Man TV spot plays in the banner, a unique QR code appears which the visitor can scan with their smartphone. The user is then able to sync their mobile device to their screen and engage with the ‘Shoot ‘em up’ style web-slinging game. Once played, the user is able to share their scores on Facebook, Twitter and Google+, as well as engage further with the film via trailers, clips, photos and a competition to win a comic book-themed trip to New York City.
The DoubleClick Rich Media technology that supports this creates a connection between a desktop advertisement and an HTML5 mobile site, turning the smartphone into a new input device which gives users the ability to interact and engage with the ad in a more tactile way than is possible when simply using a mouse.
The YouTube home page masthead placement is part of a larger media campaign, put together by MGOMD. This will also see a creative Home Page Takeover on Yahoo! as well as takeovers on Wikia, push-downs on Wikia and GameSpot, and a host of other rich media and mobile placements, created by Spinnaker.
The key objective of the campaign is to generate mass awareness of The Amazing Spider-Man over and above the film’s key target of 13-35 year olds on 4th July, the day of general release, to generate chatter on the film’s social media pages and finally to reinforce that this is a must-see, event movie. The campaign also wants to showcase the film’s action and grittiness with a game that reaches out to key fans and beyond.
Joshua Heaton-Armstrong of Sony said: “We are looking to deliver maximum impact with our creative to generate buzz around the release The Amazing Spider-Man. The interactivity between mobile and desktop delivers this and allows users to have a Spider-Man experience themselves.”
Jon Ruffell, Digital Innovations Director of Spinnaker said: “We’re always looking to push the boundaries of digital innovations for our clients, and the collaboration with DoubleClick Rich Media ensured that our clients were the first to get involved, and see the potential to maximise the awareness of their latest film release. The Amazing Spider-Man was the perfect film for this.”
Spinnaker has been working as the sole digital marketing agency for Sony Pictures Releasing since 2007.
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