Open ad management company for multiscreen campaigns, Sizmek, has launched an online scavenger hunt in partnership with Lionsgate to bring the cool back into advertising.
The first of its kind social media campaign was created to support the home entertainment release of The Hunger Games: Mockingjay – Part 1, with users promoted to follow code-breaking breadcrumbs across Facebook, Twitter and partner sites via immersive rich media experiences to unlock access to a deleted scene from the popular movie.
Through the use of social networks and websites, users were promoted to follow hashtags to find clues, as well as searching through a websites source code in order to find images to help lead them to the films deleted scene.
The campaign, which launched on Monday, aims to get mass engagement across social media.
Carolyn Bollaci, regional vice president ANZ at Sizmek told AdNews: “This style of advertising is a better way to do it in the social environment, we want people to feel like its a continuous experience,” Bollaci said.
Bollaci explained that this style of advertising can work best in the areas of entertainment, FMCG and with any brand that has a large amount of content that it is able to share, and she hopes that this latest campaign will get brands and agencies thinking about mobile differently.
“In Australia we're trying to bring excitement back into advertising, social is playing a larger and a greater role in media spend, as that media spend starts to move we're talking to a lot of agencies to create the most engagement across social channels.
“Everybody is talk about it (mobile) which is promising, however it's more that I have this ad that’s running in the rest of my campaign, we'll run it on mobile as well. As opposed to building specific experiences for the mobile. I haven’t seen that much of it to be honest,” she said.
Bollaci said when it comes to brands creating this kind of campaign for their own products, it doesn't have to be as complicated as it sounds.
“I think people think this is something they have to build bespoke and that it takes forever, this tool is very easy to use and can be used by anyone,” she said.
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