Skyfall Motorbike ChaseSee the full experience
Sony Pictures Releasing UK briefed us to create an idea that would entice and engage the YouTube generation. Market research suggested, this younger audience regarded James Bond as old fashioned and ‘something their parents watched’. So we had to find a way to prove that 007 still had some clever tricks up his sleeve and tap into the younger fans' desire for action – and engagement. We knew that to get their attention we needed to do something different, something with standout, something that Q himself would get excited about.
The Building Blocks
Using DoubleClick’s technology we were able to create an in-banner driving game that functions in the YouTube masthead and is controlled with a user’s smartphone - allowing a form of in-banner gaming that has never been seen before.
Once the trailer has played through, the user is able to sync their mobile device to their screen, by scanning a QR code. They can then engage with the game, playing the role of Bond chasing a villain on a motorbike.
Once completed, the user is able to share their scores on Facebook, Twitter and Google+, as well as engage further with the film.
- Spinnaker spinnakerdirect.co.uk
- Alice Zahra, Senior Account Manager
- Jon Ruffell, Innovations Manager
- Amy Jones, Account Manager
- John Walters, Art Director
- Chris da Costa, Copywriter
- Alex Leach, Digital Designer
- Clare Winter, Creative Director
- Koko Games www.kokodigital.co.uk/
- Stu Howarth, Technical Director
- Brett Bailey, Senior Web Developer
- Keiron White, Lead Game Artist
- Rory Pickering, Flash Developer
- Sony Pictures Releasing UK
- 3756 expletives uttered
- 50 martinis shaken
- 674 total cups of coffee drunk
Running throughout Sunday 21st October, just under a week before release, the placement attracted a massive 16,569,045 hits.
It also clocked up a total of 165,520 hours in display time - achieving prolonged brand exposure.
55,210 click outs at a 0.33% Click Through Rate - far exceeding the YouTube benchmark of 0.1%.
2,418 new game starts and 1,252 game replays (156 of which replayed between 3-5 times).
A fantastic 15.98% interaction rate - 11 x higher than YouTube's benchmark.