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5 Entertaining Advertising Activations That Made an Impact in February 2019

Trends and Insight 478 Add to collection

Biborg breaks down top-in-class activations and campaigns from the entertainment sector

5 Entertaining Advertising Activations That Made an Impact in February 2019
At a time where entertainment has never been more predominating in our lives, brands need to change their traditional comms approaches to attract audiences that are more demanding. To do so, what could be more inspiring than brands from the entertainment industry? 

Here, digital agency Biborg takes us on a world tour of the latest top-in-class activations and campaigns from the entertainment sector.


1. A Marshmello concert 100% online on Fortnite

Epic Games created the event by setting up a 100% online concert for its flagship game: Fortnite. To attend the show, gamers simply had to connect to a special in-game "concert". It seems this activation attracted more than 10 million people (note that we do not precisely know how many people have watched the event on direct streaming).

The Good

- This activation was a real technical achievement: Epic Games succeeded to launch the concert simultaneously on all the games that were played at the same time. 
- The core idea brings people together as the concerts are community-centric events
- Creatively, the in-game concert scene has been well reproduced with spectacular effects (light effects, holograms…)

The Bad

- If the user doesn’t connect to the experience at the right moment, during the 10 minutes of the concert, they would easily miss it. Those who saw the live concert on streaming or watched the replay videos could not have felt the same immersion and emotions. 

 
2. OUIGO trains with the colours of Dragon Ball for the release of the movie Dragon Ball Super: Broly


From February 22nd to March 12th, some SNCF OUIGO trains were branded with a Dragon Ball livery to promote the release of the Dragon Ball Super - Broly movie in French cinemas on March 13th. These trains travel several times a day between Paris, Marseille, Marne-la-Vallee, Roissy Charles de Gaulle, Lyon Saint-Exupery, Aix-en-Provence, Avignon, Lille Flanders, Toulon, Nice, Antibes, Cannes, Saint-Raphael and Nice with more than 30,000 travellers. In addition, a competition of the game Dragon Ball Fighter Z took place in one of the wagons where commuters were invited to play together. The winner of the game won a train trip. 

The Good
- Knowing the scale of OuiGo’s rail network, this activation ensures a high visibility and coverage for the license.
- By creating a DBZ competition in the train, it turns advertising into an interactive experience. All those who played the game must remember it!

The Bad
- At the sight of the train covering and the gaming competition, one might think that this is an advertising operation for a Dragon Ball game, and not for a film. There is a lack of clarity in the creative.

To take this further...
- We could have installed screens displaying the film trailer in the trains to provide additional information. We could have augmented it by covering one or two station platforms with the movie universe.

 
3. The posters of the movie RALPH BREAKS THE INTERNET come alive with Snapchat
 
 
For the film, Ralph Breaks the Internet which was released in cinemas on February 13th, The Walt Disney Company France and Busterwood launched the first French augmented reality campaign using Snapchat's new visual recognition technology. From the 6th to the 12th of February, bystanders could scan the "Snapcode" on one of the 1000 posters spread all over France using Snapchat. Then, they could see the characters on the posters come alive in augmented reality. Thanks to the integration on Snapchat, people could film their experience and share it on the social network.
 
The Good
- The whole concept of augmenting a classic print with augmented reality is interesting and in line with the current technological trends.
- The use of Snapchat is quite relevant to reach a teenager audience and it also directly includes the activation in the target’s usages.
- The animation of the poster is also quite simple but qualitative, it allows users to discover the movie characters in a surprising way.

The Bad
- The augmented reality function on the poster's visual is not highlighted enough which can make the audience miss the experience.

To take this further...
- In order to catch the bystanders attention and make sure they live the experience, we could have added stickers on the ground delimiting the area around the screen.


 
4. A LEGO pop-up store that goes through Snapchat
 

For the launch of its limited-edition clothing line for adults, LEGO Wear imagined an augmented reality shopping experience via Snapchat. In London, the brand has set up a completely empty pop-up store containing only a giant "SNAPCODE" in the centre of the room. With their smartphone, customers accessed the augmented reality store and could browse the new range of clothing, see an interactive DJ booth and a gaming arcade.
 
The Good
- An innovative and fun selling space thanks to augmented reality.
- Unlike a physical store, it can be opened anywhere, and at any time and without physical products.
- The installation of this pop-up store was set up for London Fashion Week which is very relevant.
 
The Bad
- The action lasted only one day, which considerably reduces its potential, especially as only the privileged ones on the spot could profit from it.
 
To take this further...
- We could have installed the pop up store simultaneously in other major cities to bring the fashion week to as many people as possible.
 
 
5. Horacio, already cult character of the last Far Cry, confronts you on Tinder
 
 
On the occasion of Valentine's Day and the release of his new game, Far Cry New Dawn, Ubisoft has decided to hack Tinder by staging Horatio, an already iconic boar of the new game. Users of the dating application could match with Horatio who then invited them via a private message to discover the trailer of the game. For the fans, this activation resonated particularly with the social media strategy of the Far Cry Twitter account where Horatio had the role of Community Manager for a few days.
 
The Good
- A surprising action that differs from the classical communication networks.
- A clever way to promote a trailer by reaching the audience where advertising is rare so even more impacting.
- Use of a low-cost media in line with the launch strategy but especially with the Valentine's Day period.
 
The Bad
- For the moment, there has not been much communication or spin-offs around this activation, which has not helped its visibility.
- It is a shame that the interactions with Horatio on Tinder were not more developed. 
 
To take this further...
- We could have created a Twitch extension where Horatio would have been put in the spotlight, allowing all the users of the streaming platform to interact with this character to discover the new game.
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Biborg, Wed, 27 Feb 2019 17:39:45 GMT