Peugeot is launching its new Peugeot 308 with a TV sync campaign which sees the car brand use “TV sync” technology to send tailored messages via Facebook to coincide with when a user has seen the new TV spot.
The campaign, developed by Vizeum, Snakk Media and with creative by Havas, uses Snakk Media’s ‘TV Sync‘ technology which detects the Peugeot TV spot within seconds of being aired and then triggers corresponding activity in the viewer’s Facebook feed.
Peugeot national marketing manager Dimitri Andreatidis said: “The launch of the all-new 308 is a pivotal moment this year for Peugeot, and it has never been more important to maximise each of our paid, earned and owned channels – not only as separate assets but also as inter-related platforms. We’re very excited that this campaign is moving us a step further in capitalising on the cross-consumption opportunity which mobile and TV present.”
The TV sync content includes five “behind the scenes” videos of the new car as well as prompts to contact a dealer and to book a test drive.
Managing director of Vizeum in Sydney Nick Behr said: “TV Sync will maximise the impact of Peugeot’s TV commercials by providing a rich, interactive brand extension on smartphones and tablets.
“With more than 80 per cent of smart phone and tablet owners turning to their devices while watching TV, this is a pioneering step for the industry, placing Peugeot at the forefront of the multi-screen evolution. It’s important that new consumers have the new 308 at their fingertips, and this execution provides an interactive platform to explore the look, feel and specifications of the model via mobile and tablet.”