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5 More Entertaining Advertising Activations That Made an Impact in 2018

Trends and Insight 147 Add to collection

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

5 More Entertaining Advertising Activations That Made an Impact in 2018

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. When Alexios meets Amazon’s Alexa

 

Ubisoft has teamed up with Amazon to create an Alexa device based on the hero of their latest game, Assassin's Creed Odyssey. The user was able to replace Alexa with Alexios; with the voice and attitude of a Spartan hero, Alexios responds to all requests and questions just as Alexa does and provides useful in-game information to users. Alexios also had its own designed device in limited numbers - a bonus for Assassin's Creed Odyssey fans. 


The Good

The idea is quite innovative and unprecedented in the gaming industry. We also know voice assistants tend to be used by tech aficionados, who also tend to be gamers; so the activation is very spot on. The video to promote the whole concept is simple but also quite fun, with a great shareability potential.


The Bad

Even though we really believe in this idea, we have doubts on the activation lifespan and realistic concrete impact. As it is mostly a PR stunt, it generated a lot of conversation when it was launched. But did gamers really purchase Alexios or used the Alexios app on their Alexa at home? If so, are they still using their Alexios at home and playing with the spartan features?


To take this further...

To make Alexios’ insights even more accessible, we would have created a Tweet-Bot responding to tweets making different mentions to Assassin’s Creed Odyssey (#alexios #ACO #assassinscreedodyssey, etc…) and also to questions directly asked to Alexios via tweets. 


2. Warner Bros teams up with Turkish Airlines for Lego Movie 2

For the launch of The Lego Movie 2, Warner Bros created a flight safety video for Turkish Airlines which was revealed in all the company’s flights for a whole day. All the settings in the video were made from LEGO. During three minutes, the movie heroes explain safety instructions in their very own way, giving a really fun overview by using the film tone of voice and universe.


The Good

The ad placement is quite surprising and strategic as passengers have plenty of time to watch a video when they are in a plane. Moreover, the production value of the video is really good and the content itself is worthy of the movie. It gives a great taste of the film and definitely makes you want to watch more of it!


The Bad

Even if there are many flights during one day, the activation only reached a limited amount of people...


To take this further...

We would have made contextualised videos where we could have replicated places, monuments and culturally relevant situations with LEGO to reach a wider audience with relevant content. 


3. Ubisoft gives life to Assassin’s Creed Odyssey’s non playable characters 

    

For the launch of Assassin’s Creed Odyssey, Ubisoft created innovative and fun stories on Instagram with in-game footage. In its open-world game, there are plenty of autonomous characters that are not playable by gamers which are always active in the world thanks to artificial intelligence. On Instagram, Ubisoft shared stories as if it was those characters who shot it, revealing their daily life in the world of the game.


The Good

The idea to play with trending social codes by using one of the features of the game (the artificial intelligence that gives every non-playable character a 'real' life) provides gamers the feeling that Assassin’s Creed Odyssey is an alive world.


The Bad

Stories are by definition ephemeral which means only a limited amount of people have seen them on Instagram. It is always good to make innovative, surprising and creative stories on Instagram as the community is very strong, however you need to keep in mind the reach can be limited.


To take this further...

To stay in the Instagram-Facebook ecosystem, we would have created an interactive lens on Facebook to make non-playable characters appear in augmented reality and interact with them. 


4. 13ème RUE challenge Parisians runners to be on the run

For the launch of its series CONDOR, French channel 13ème RUE created an activation that invited people to get in the shoes of the series hero, Joe Turner. Analyst for the CIA, he finds himself in a manhunt and has no choice but to go on the run. 13ème RUE therefore partnered with the running app Running Heroes to create this stunt. They challenged the two athletes Florent Manaudou and Marine Leleu to run for 53 minutes (the episode duration) in Paris, while being forced to follow a specific path which is totally invisible from cameras. The more distance they made in this timing with the path constraint, the better the performance was. Fans were therefore challenged to make the greatest distance following the path on the Running Heroes app and trying to win one of the 1000 subscriptions for 13EME RUE.


The Good

The concept is great because it lies in the core of the series' storytelling while directly engaging the audience. The partnership made with Running Heroes gives the opportunity to turn this marketing activation into a great experience. The partnership with Marie Leleu and Florent Manaudou is also a great notoriety booster amongst the sporting community.


The Bad

This kind of activation requires a video production to build its awareness and a lot of press coverage, which definitely inflates the overall budget.


To take this further...

We would have added some stickers on the floor, following the path made for the activation, to show how tricky it is not to be seen by cameras to everyone - even those who don’t use the running app.


5. BONUS: BMW gives life to Mona Lisa in Paris ! 

Thanks to the first-ever BMW Intelligent Personal Assistant, the Mona Lisa had her big moment in Paris. A talking Mona Lisa installation where she can move her face and hands was part of the BMW group program for the Paris Motor Show. Promoting the launch of the intelligent voice control, passers-by could ask questions and learn surprising facts about the lady. 


The Good

The whole idea is monumental, well executed and well conceived: the location is very strategic because it's visited by tourists - the interactions between Mona Lisa and bystanders are smooth and fun. From a conceptual point of view, what is also very interesting is that Mona Lisa used to be extremely mysterious - people usually envision her with a contemplative attitude. Here, those barriers have been broken. For the first time ever, people could have a conversation with her!


The Bad

Once again, BMW capitalised a lot on the video production and press coverage to spread the word. Also we don’t really understand the link between Mona Lisa and BMW. 


To take this further...

We would have created some bus shelters with access to the BMW Intelligent Personal Assistant, allowing bystanders to have a conversation with it while they were waiting for their bus, and therefore reach a wider audience in the city. 

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Biborg, Thu, 20 Dec 2018 10:42:21 GMT