Sony Ericsson is set to unveil a global digital campaign to promote its brand partnership with the latest Bond instalment Quantum of Solace.
The campaign, created by Iris Digital, is part of Sony Ericsson’s integrated marketing push, which seeks to highlight the features of the C902 Titanium Silver Cyber-shot phone used by James Bond in the film.
The rich content microsite www.sonyericsson.com/bond hosts “Directive C902”, an interactive movie that puts a player’s secret agent skills to the test across four missions, while showcasing the phone’s features and functions.
Filmed in the style of a spy thriller, each successfully completed mission delivers a code that unlocks an exclusive mobile phone application and grants access to the next level of the game.
Among the Bond-themed mobile applications available to download is a Wireless spy cam, which turns a player’s camera phone into a fully working gadget. Users can set up their phone to take photos at regular intervals for a set period of time and automatically email the captured shots to their inbox.
Sony Ericsson director of global marketing communications Cathy Davies, said, “As well as enabling our customers to actually own the James Bond phone we’re able to offer them unique experiences online, in store and through partner marketing as well as through the phones themselves.”
Other mobile downloads include a Fingerprint scanner, an X-ray viewer and a universal detector, all designed to trick unwary friends and colleagues into believing the phone has come straight from Q’s R&D lab.
After completing the four tiers of the game, players are invited to enter a competition to win a VIP trip to Monte Carlo and experience the Bond lifestyle firsthand.
The soft launch will begin this week through an email marketing campaign and online media will start to drive people to the site from the 20th October.
TV, cinema, outdoor, press and in-store POS materials have also been created as part of the ‘I [SE] Bond. James Bond’ campaign.
The close up of Daniel Craig’s eye was specially commissioned by iris for the Sony Ericsson campaign. The integrated campaign will run in over 42 countries.
Iris Digital creative director Tori Winn, said, “We've leveraged one of the most iconic film properties in the world through a global digital campaign that features Sony Ericsson's new C902 handset throughout. Visitors get entangled in a web of espionage where they can test their secret agent skills in cool and engaging ways. They're rewarded for their efforts with access to exclusive cutting-edge mobile applications and entry to a global competition”.
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