Case study: Sony Pictures Skyfall

The Objective

Spinnaker 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. Spinnaker knew that to get their attention something different had to be done, something with standout, something that Q himself would get excited about.

The Target

To appeal to the YouTube generation and a younger audience that regarded James Bond as old fashioned and ‘something their parents watched’.

The Strategy

Spinnaker created an in-banner driving game that functioned in the YouTube masthead and allowed the audience to sync their smartphone to control the game. Once the trailer had played through, the user was able to sync their mobile device to their screen, by scanning a QR code. They could then engage with the game, playing the role of Bond chasing a villain on a motorbike. Once completed, the user was able to share their scores on Facebook, Twitter and Google+, as well as engage further with the film.

The Result

• For 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 15.98% interaction rate - 11 x higher than YouTube's benchmark