PARIS – After “The Dark Knight Rises” and “Jack the Giant Slayer”, Biborg partners once again with Warner Bros Entertainment for the launch of “Edge of Tomorrow”, the new science fiction film out on June 4 starring Tom Cruise and Emily Blunt. The whole campaign centers around a strong and impactful message: LIVE, DIE, REPEAT.
“We are delighted to have worked on this launch because we had numerous challenges to overcome and the whole campaign perfectly reflects our vision of advertising: immersive and interactive on all screens with an objective: propose an entertaining experience for the users. We are also very satisfied with the trust granted by Warner Bros which enabled us to innovate on every level!” said Bruno Luriot, Business Director et Co-Founder – Biborg.
A 360 ° multi – screen HTML experience
Available at www.eot360.com, an interactive experience that immerses the user into the middle of the battlefield during the final assault, where the future of humanity is played against Mimics. It evolves within a 360 ° environment using a first point perspective in order to discover content linked to the movie (trailers, photos). Users also participate in a mission to try and win an adventure package and other numerous giveaways. The Biborg agency and its partner Night Shift completely recreated the battlefield from existing trailers and developed everything in HTML so that the experience could work on all devices: desktop, smartphones and tablets.
Digital Out Of Home: an interactive campaign with Kinect
In addition to classic cinema formats, a campaign at the train station; Gare Saint Lazare (Network: Media Transports) invites users to interact and participate in military training. The creation, produced with a Kinect interaction, challenges users to complete 10 pushups as quickly as possible to prove that they are ready for the final assault!
“The concept from the start stimulated a lot of excitement, creating a real synergy for its development implementation. Beyond the visual impact, it is the power of the storytelling that also makes it so effective: the universe of the movie appears in the everyday life of the public through a playful and interactive challenge. This activity transports users to the battle reconstructed on eot360.com which they reach via the QR code displayed in the creation,” said Frédéric Paul, Business Manager – Biborg.
Display formats: Boosting engagement through interactive video and mobile formats
In order to increase film awareness and drive users to the 360° experience, the highlight of the display element was the interstitial video on smartphones and tablets. As a teaser, a HTML format invited users to add the launch date of the movie in their calendar. On desktop the focus was on the preroll formats, in particular the interactive preroll which helped develop user interactivity and engagement, enticing users to discover the trailer within the format itself.
“With Warner Bros. and Starcom, we chose to put mobile at the center of this experience using video, HTML5 and innovative formats such as ‘add to calendar’. Thanks to the mobile gyroscope, users can live (or live again) one of the main scenes of the movie reproduced for the occasion. This operation is the perfect example of how every movie campaign should be in terms of 360 media plan, on and off-line,” said Nicolas Oisel, COO – Biborg Mobile.
