SYFY AUGMENTED REALITY by Mediaplus Hamburg for Nbc Universal Global Networks Deutschland

SYFY AUGMENTED REALITY

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Germany
Agency Mediaplus Hamburg
Creative Director Ekki Frenkler
Released January 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: NBC UNIVERSAL GLOBAL NETWORKS DEUTSCHLAND
Product/Service: TV CHANNEL
Date of First Appearance: Jan 21 2011
Entrant Company: MEDIAPLUS, Munich, GERMANY
Creative Director: Ekki Frenkler (Mediaplus Group)
Executive Director: Jochen Lenhard (Mediaplus Group)
Junior Consultant Mobile Marketing: Steffen Knoblich (Plan.Net Mobile)
Junior Media Planer: Lynn Halligan (Mediaplus Dritte)
Media placement: Mobile Marketing - Mobile - 21 January 2011

Insights, Strategy & the Idea
Syfy is the Pay-TV channel for science fiction and supernatural phenomena in new, previously unseen formats. Its viewers believe that our lives are full of supernatural phenomena that are only visible at second glance.
We used this fact as an occasion to develop a campaign that made the supernatural visible to everyone.

Creative Execution
To call attention to Syfy, we took the claim “Do you see it too?” literally, then placed hidden messages to be discovered in our advertising spaces. The result: the first integrated 3D moving-image campaign.
Thanks to the nationwide use of Augmented Reality for stationary media spaces, the entire brand presentation is a stage for moving images and animation.
To do this, each advertising medium was equipped with a tag that recognised smart phones which then played the stored images and audio content.
With the help of their mobile phones, the viewers were able to unveil the secrets of each placard and experience the surreal world of Syfy first hand.

Results and Effectiveness
The success was seen in a Syfy contest. Users discovered and photographed phenomena and sent them directly to Syfy, resulting in the winning of new subscribers.