Biborg's Entertainment Benchmarks: March 2020

Opinion and Insight 66 Add to collection
Biborg breaks down five key campaigns from Xbox, Netflix, Minecraft and more
Biborg's Entertainment Benchmarks: March 2020

1. La Casa de Papel Experience raids La Monnaie de Paris

Challenge -

Netflix France wants to promote the new season of its original series ‘La Casa De Papel’ (03/04/2020) by extending its ‘cultural relevance strategy (ensuring that its content has a cultural resonance in every country wherever it is distributed) and by giving it visibility amongst a large audience.

Response -

Netflix will set up ‘La Casa de Papel experience’, an interactive and immersive experience inspired by the mechanisms of escape games, from April 30th to May 31st. The experience will take place simultaneously in different cities: Paris, Madrid and São Polo.

In  Paris, participants will be invited to follow a guided tour of ‘La Monnaie de Paris’ and discover its history (obviously linked to the making of money) until a group dressed in red suits and Dali masks come to disrupt the visit and ask participants to help them heist the building. 
To be part of the experience, fans must go to the dedicated website, select the city where they want to participate in the robbery and then book their tickets by selecting a time slot. 

The average ticket price is 40 euros. Once on site, participants will be able to purchase exclusive collector's items from the ‘Casa de Papel’ series. 

What do we think -

By offering an immersive and interactive experience, Netflix strengthens its relationship with its users and positions itself as a powerful brand in the entertainment and digital industries. Like Ubisoft's Escape Game for Assassin's Creed, Netflix is also beginning to explore new ways to extend its brands into other contexts and forms, which is quite inspiring.

This experience is aimed at fans of the series who want to experience the adventures of their favourite characters. But it's also a way for Netflix to recruit new subscribers by creating conversations on social networks and in the press.


2. Xbox is inviting its users to in-game travels

Challenge -

As the Xbox Series X is on its way and most of the Xbox users are looking forward to experiencing it, the brand wanted to promote the Game Pass available on the Xbox One X.

Response -

This activation follows the previous operation in which Xbox invited users to create postcards using the Anthem game's backgrounds. The idea was to promote the high quality of the improved visuals in Xbox One X Enhanced video games (4K and UHD) and therefore reinforce Xbox One X positioning as the world’s most powerful console. 
This time, in partnership with Rough Guide, Xbox created the first ever travel book dedicated to in-game worlds such as Forza Horizon 4; Sea of Thieves; Tom Clancy's The Division 2; Anthem; Halo 5: Guardians; Metro Exodus; Assassin's Creed Odyssey and Shadow of the Tomb Raider (all available on the Xbox Game Pass).

The book works as a normal travel guide, leading users to explore the incredible beauty of the games' environments. It  showcases travel tips and photos, shot by a professional in-game photographer. 

What do we think -

Here, Xbox goes one step further and invites gamers to discover unique locations and breathtaking scenery. This campaign particularly highlights the capabilities of the console's graphics engine as well as the catalogue of games available in the Xbox Game Pass. 

Xbox's message blurs the boundaries between immersion in the real world and immersion in its virtual worlds. This approach may attract a wider audience of gamers, perhaps less attached to the video game experience itself but who are eager to discover immersive places and stories.


3. Reporters Without Borders releases largest ‘Free Library’ in Minecraft 

Challenge -


Reporters Without Borders was willing to fight against press censorship, by raising awareness among the young generations (15-25 years old) about the importance of press freedom.

Response -


On World Day Against Internet Censorship, Reporters Without Borders unveiled a huge virtual library designed in the Minecraft video game. 
As a result, all visitors can now find censored press articles from countries with authoritarian regimes such as Iran, Mexico and Russia. All the articles can be viewed as books in the library, in English and their original language. 
These include articles by Saudi journalist Jamal Khashoggi, who was murdered in October 2018, Vietnamese lawyer and human rights activist Nguyen Van Dai, and Russian reporter Yulia Berezovskaia. Players can also access the worldwide press freedom index of Reporters Without Borders and reports on the state of information freedom in 180 countries. 
To access the library, players must go to the Minecraft game client and enter the address visit.uncensoredlibrary.com. 

The more and the minus -


Minecraft being one of the most downloaded games in the world and available in almost everywhere, it was the perfect medium to reach a wide community including those who live in authoritarian countries. Also, Minecraft players average age being 24 years old, it allowed Reporters Without Borders to reach the youngest generations.

Conceptually, Minecraft being a limitless building game based on the concept of freedom, it is in perfect harmony with the objectives of the organisation ‘Reporters Without Borders’.

This activation is very ingenious and manages to surprise us both by its simplicity and by the activation quality. This mechanism allows many reporters and journalists to find new ways to share their articles and achieves the objective set by the organisation to fight against censorship. 

 

4. Metz FC brings fans and players together thanks to augmented reality

Challenge -


Offer an experience for Metz FC supporters that generates conversation on social networks.

Response -


Metz FC has set up a DOOH-photobooth device in the heart of the Muse shopping mall in Metz, combining interactivity and augmented reality. The device invited fans to select up to three players on the screen with whom they wanted to be photographed. The device detected where the subject was positioned and, thanks to augmented reality, made the selected players appear on the screen, around them. Each supporter could then receive the video by email and share it on social networks. 

The more and the minus -


The very concept of the device is interesting because it allows fans to live a new experience with their favourite players. Thanks to this inevitably memorable experience, FC Metz fans are in the right conditions to get involved and generate conversation on social networks. The location of the location, in a mall, is quite strategic as people there have time to dedicate to this kind of activations. 


5. Sonic challenges Snapchat users through AR

Challenge -


Engage citizens of Chicago in an immersive brand experience to promote the release of the movie ‘Sonic’ and ultimately encourage users to see it in theaters.

Response -


On the occasion of the Sonic movie release, Paramount USA launched a gamified display campaign inviting users to enter the world of Sonic. 
Users were first asked to scan a Snapchat lens on the display, which opens an AR filet on Snapchat. They could then chase Sonic in different environments and search for him in a 180-degree virtual reality space.

The more and the minus -


This campaign immerses users in an entertaining and immersive experience, which gives a nice outlook on the movie. Uers, who are probably fans of Sonic, can then get acquainted with the movie universe and character which is for the first time animated in 3D.

We could have imagined that the experience would last longer and that users who manage to follow the blue hedgehog ‘win’ something: tickets, merchandising, discount coupons, etc., to gamble the operation even more and ensure the participation of many users.

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Biborg, 4 months ago