Discovery

Sony was looking for a way to leverage the release of the James Bond thriller, Casino Royale with other facets of their business.

Objective

The mandate of the program was to use the intrigue and mystique of James Bond to drive sales at retail outlets, increase web traffic at the Sony corporate Web site, and increase theater attendance.

Solution

It was decided that an online contest consisting of casino style games would be an ideal tie-in to the movie. The contest line-up consisted of four instant-win table games - VAIO® Poker, BRAVIA® Blackjack, Blu-ray Roulette or Cyber-shot® Slots. Participants registered online and were given the chance to win an ultimate Sony® electronics prize package, valued at over $100,000. To encourage consumers playing online to visit retail stores, Sony offered a second chance to win with their game codes. Consumers received "virtual casino chips", with unique codes. Participants were directed to print them off and bring them into participating retailers to see if the chip code matched the code posted to win fantastic prizes. Hundreds of thousands of game codes were distributed to consumers online.

Results

Consumers were drawn to the contest Web site through engaging in-store displays, Web banner advertising, and broadcast media. Contestant response to the promotion was exceptional and provided Sony with an incredible database and multiple contact points with consumers.

Summary

The key to the success of the promotion was how the game mechanism and prizes tied so tightly to the movie theme. Employing unique interactive solutions are a great way to attract audiences and motivate them to action.