Tag: Sony Pictures

Over the years at OMD EMEA, we have seen technology evolve drastically. Working with some of the largest brands in the world we have been fortunate to be at the forefront of technology, driving our clients through the ever-changing landscape. From the first ever out-of-home programmatic execution in Europe with Google’s real-time digital community noticeboard, to more recently the world’s first programmatically powered cinema. In the below post we take a look at our latest award-winning campaigns with technology and innovation at the heart.

Google showcase their community spirit with the first ever OOH programmatic campaign in Europe

For Google to launch their first OOH programmatic campaign, location was crucial. They selected Old Street, a world-leading technology hub, where they could easily influence their young progressive core audience. The roundabout was taken over by a large digital billboard, displaying real-time data feeds, with content for the local community to interact with via the Google app. Within six months of being live, four out of five people spontaneously recalled the activity, which led to an amazing 93% of people agreeing that they felt positively towards the Google brand!

OMD has also worked with the world’s leading technology giant to recently launch Android Pay’s first ever large-scale brand campaign, in a bid to drive Christmas sales. Working closely with the TFL network for ‘Taps’ and countless payments, they are using clever geo-targeting, audience behavioural data and capturing every moment to deliver the most relevant creative purchase.

Immersive theatre successfully launches pricey tech

Gaming has really taken off in the last few years as virtual reality has quite literally become more of a reality.  When HTC first launched their VIVE VR system, the product was too pricey and therefore didn’t appeal to their targeted millennial audience. OMD’s specialist service unit Fuse, experts in partnerships and experiences, collaborated with Noma Labs and HTC to make the product more accessible by creating a fully immersive theatre production, ‘Virtually Dead’. The event was a massive success, selling out in both London and Paris within two weeks, the event exceeded trial KPIs by 91%.

Smurfs capture the hearts of their new digital followers

Having worked creatively with HTC’s technology to launch their product to the masses, we are now working with partners to create technology that is only just scratching the surface!

For the release of Sony Pictures’ Smurfs film, OMD partnered with Oath (AOL) and Unit9 to build an AR experience of the HoloLens, to excite their core target audience, previously only attracting adult fans of the franchise.

The experience itself was a gamified version of the movie in which users, led by Papa Smurf were encouraged to explore the world and unlock hidden content. It was tested countless times to ensure it ‘delighted’ children, exciting them with something they’d never experienced before and allowing them to immerse themselves in one of their favourite films.

Smurfs, “The Lost Village” was one of the biggest releases for Sony Pictures this year. We had incredible PR pick-up generating over 40m media impressions and behind the scenes content resulting in 20.8m impressions and 15.9 million video views.

Intel show off their creativity with a performance of a lifetime

Also within the world of entertainment, we worked with Intel, collaborating with Lady Gaga at the Grammys to produce an unforgettable, tech inspired experience dedicated to music legend David Bowie. This showcased Intel’s innovative technology through artist performance and fan experience.  The end product surfaced as a visually stimulating performance by Gaga who controlled the stage effects in real time, thanks to Intel-powered facial scanning and video projecting technology.

Intel also managed to pull off a spectacular performance during the Super Bowl LI halftime show, where again, Lady Gaga was performing. They released a swarm of 300 Shooting Stars to form an American flag in the sky. Watch the behind the scenes video here!

Chatbots promote futuristic TV Series

One of the most significant technologies to recently surface and become more of a reality is Artificial Intelligence. As we now have the data and technology in place, there is a huge opportunity for brands to be innovative over the next few years. OMD was recently recognised for the second year in succession at the Cannes Lions festival, for their work with Channel 4.  To launch the second series of Humans last year they created a Facebook Messenger chatbot to answer viewers’ questions, built on the computer conversation service PullString.  The series is all about synthetic humans, so the technology was very fitting. Series 2 went on to become Channel 4’s best returning original drama for five years- check out full details of the campaign here.

With a significant leap in technology over the last few years, we are at a time where innovation can accelerate rapidly for most brands. At OMD, we are always striving to take our clients into unknown territory to push the boundaries of what’s possible.  As some technologies are only just surfacing, it’s a great time for brands to capitalise and really make an impact!

With programmatic, emerging tech and artificial intelligence increasingly prominent in brand marketing strategies, we look forward to working with our clients to uncover the next big thing in 2018.

For more information about OMD or any of the campaigns mentioned, please contact us at [email protected]

At a convention powered by the latest in technological innovation, it was the art of storytelling that captivated the marketing community at OMD Oasis. Claudia Cahill, OMD Content Collective’s President, led a panel comprised of the industry’s leaders in storytelling: Steve Peace (SVP International Media, Sony Pictures), Brad Jakeman (President, PepsiCo’s Global Beverage Group), Dawn Ostroff (President, Condé Nast Entertainment), Mike McCue (CEO Flipboard) and Bryn Mooser (Co-Founder & CEO RYOT).

Each panelist offered a distinct and fascinating perspective on the challenges and contradictions inherent in storytelling in a world that demands both short, snackable content as well as complex, immersive stories that fuel our deepest passions.

Whilst all agreed that brand storytelling has become a much more complex challenge because of both consumer expectation and the proliferation of platforms and channels, the solutions varied. Steve explained that at Sony Pictures, “a narrative structure has been created in which the first 3 seconds are comprised of 5 to 10 shots; a visual mnemonic of the very best shots in our film that pulls you into watching the entire trailer’’. And it’s a narrative structure that is powered by reams of data.

At PepsiCo, Brad built a Content Center because “it was the only way to create the type of content needed to keep pace with the need for innovation’’. He explained that technology provides enormous opportunity for the expression of ideas but the content is critical. “The holy grail is how deeply someone has engaged with the content and it’s not about reach’’.
Dawn shared how she started the Next Gen Studio at Condé Nast to create a storytelling capability on every single platform and admitted that making content for a younger, Millennial audience is challenging because “GenZ have grown up on a diet of content snacks’’ and that there remains a gap in longer form content that is made specifically for them. Mike reminded the audience of the importance of having clear and meaningful objectives and that “really high-quality stories should be the goal’’, not short snackable content; “any story, short or long, has the power to move the world forward’’.

Disrupting the content creation process

The opportunity to break the rules and to disrupt the content creation process was debated and Bryn explained that the mobile phone has been the vehicle for the democratization of filmmaking. It made it possible for anyone out there to shoot a film and tell a great story. Moreover, with Facebook and YouTube 360, the way you look at video has fundamentally changed; you’re now able to step inside the story, to experience what the person holding the camera sees and feels, bringing people right up close to events around the world. And that closeness is what fuels peoples’ voices and passions.

The discussion shifted into learnings for the audience and there were five key takeaways:

• Global vs. Local: Ensure stories are relevant across different geographies
  At PepsiCo, a content slate is developed for brands and countries in advance so that the right content is crafted. Interestingly, 90% of their content is now developed globally and shared across territories.
• Immersive Storytelling isn’t achieved solely by technologies and tactics like VR and AR
  Narrative structure can be incredibly immersive. Consider content strategy over longer timeframes to build out worlds and/or characters, and give people a peek into that.
• Be nimble and open to change.
  The technology still has to catch up with the vision of storytellers so be prepared to try new things.
• Focus
  With so many choices for how and where to tell your story, it’s critical to simplify the complexity and focus on the goal of your story.
• Be Passionate.
  Storytelling gives meaning to the world so embrace the emotion, chaos, and challenge of it.

 To find out more about the OMD Oasis programming at CES 2017, please visit CES.OMD.COM

The Shallows is a twist on a classic story of human vs nature – the story of a shark attack in open water where Blake Lively’s character must use her survival skills to overcome all odds. Sony Pictures wanted to launch the movie by bringing to life the challenges she must overcome in a way that would captivate a younger audience. In close collaboration with FUSE, we put together a launch event where 12 internet celebrities from across the globe came together to take part in challenges in shark-infested waters. With professional camera crews on board, a drone camera and a mechanical shark fin, we were able to capture some fantastic footage of these YouTube stars that we are now sharing out across paid and owned channels.

https://youtu.be/2wqnQ0wceoU

The event ran just over a week ago, so the media campaign is still currently in progress – with a phased market by market rollout that continues until the end of August. Influencers involved include Cheng Loew – Germany, Valeriia Liubarskaya – Russia, Room 94 Members: Sean Lemon, Dean Lemon, Kieran Lemon and Kit Tanton – UK, Francesco Gentile – Italy, Bullysteria (Hector Trejo) – Mexico, Pauline Wang – France, Celopan – Spain, OllieGamerz – Spain and Federico Devito – Brazil.

For more information, please contact [email protected].