Microsoft Xbox One’s use of cinema awarded with Best Smart Media Idea
Microsoft Xbox One’s use of cinema has been awarded with Best Smart Media Idea at the inaugural Beacon Awards held in New Zealand.
The announcement:
Microsoft Xbox One’s innovative use of cinema has been awarded with Best Smart Media Idea at the inaugural Beacon Awards held in New Zealand.
The campaign involved a unique integration between the Xbox One technology and the cinema environment, with bespoke content created that appeared to the audience as though the rich media capabilities of the Xbox console were being demonstrated live in the cinema.
Val Morgan brought together partners Hoyts and 20th Century Fox who in conjunction with FCB Media and Microsoft created bespoke pre-show content which played on screen as if running through a working Xbox console. Pre-show trailer programming at Hoyts cinemas was individualized on each screen the Xbox campaign ran with trailer content from “The Secret Life of Walter Mitty” playing inside the console that appeared on screen.
Clever sound design and scripting bought the creative to life with the Xbox cursor moving around on screen as two guys chatted about one of the mates new Xbox. Cinema surround sound capabilities were used to full effect to give the impression the voices were coming from within the auditorium itself with amazing results.
This campaign was another Australasian media first pioneered by Val Morgan. Cally Scivetti, Val Morgan Group Strategy and Marketing Director commented: “The weaving of movie trailer and gaming content into a bespoke product demonstration is cutting-edge new territory for cinema advertising. The result was a great example of how a creative media thought pioneered a great media execution.”
Neil Lambert, Sales and Marketing Manager 20th Century Fox NZ added: “This was a first for us, we’ve never had our movie trailers integrated into cinema advertising this way before – It added another great touch point for us to embed our film as a must see in the minds of cinema goers”.
Rufus Chuter, GM of Strategy at FCB Media commented: “This was a great collaboration that really showcased the innovative way cinema can be used to bring ideas to life”
The Beacon Awards were held last week at the Viaduct Events Centre in Auckland in front of a capacity crowd. The big winner of the night was FCB Media sweeping up 10 golds and 13 silvers, one of them including the Best Smart Media Idea for Microsoft’s Xbox One Cinema Takeover.
The creative can be viewed at this link: https://www.facebook.com/photo.php?v=585959048178502&saved
Source: Val Morgan media release
