Discovery

Sony was looking for ways to help its other business units capitalize on the much anticipated release of Spiderman 3.

Objective

The web based components of the online contest were designed to educate consumers on Sony camera products, drive traffic to Sony retail outlets and increase awareness/attendance of the Spiderman 3 movie.

Solution

In order to maintain the excitement and action anticipated by Spiderman audiences, Sony desired a high-impact online game. The online play element had each contestant assuming the role of a newspaper cameraman as he chased criminals in different action sequences trying to take their pictures. Before each new chase scene, contestants were required to answer a multiple choice question on either Sony digital cameras or on some element relating to Spiderman. During each chase Spiderman would appear swinging from rooftops and bonus points were awarded if the contestant could get Spiderman on camera. Points were accumulated during the chase sequences and for every level a contestant completed they were provided one entry into a sweepstakes drawing for a 2007 Mitsubishi Eclipse GT convertible and several different Sony camera products. There was also an instant win component that awarded movie passes to contestants that completed all levels in the game.

Results

Consumers enjoyed the intensity of the game play and the excitement of the chase. Once again, Sony added thousands of individuals to its email database that it will be able to use in future marketing campaigns. Overall, response exceeded expectations and the number of return visitors to the site was impressive.

Summary

Sony has realized great success by tying their movie products to their other lines of traditional business. By adding unique interactive, engaging elements to a promotion has proven be a great way to motivate audiences to action.