District 9 is the latest multimedia engagement from Sony. Trigger the LA, CA based agency who designed much of the multimedia has left no stone unturned in their Augmented Reality conecept to engage movie fans.
Engagment is often hard for marketers. It takes thought, creativity and a hook. Not a slick marketing theme, but an experience.
District 9 has the right opportunity to create that engagment. Trigger LA has built "Augmented Reality" for Sony Picture's District 9. What does this mean, in this case it means taking you into the world of District 9. With a computer and a webcam, you can take the beetle character from the movie and move it around the screen, shoot, jump and learn tricks.
The marketing is not absent from the concept. Trigger reports that playing the game in a McDonalds will unlock a $1 off coupon.
Is this limited to movies only, think again. The postal service has an application. You hold something you want to ship up to a webcam, it shows you on your computer screen your package inside the right-sized box.
This Engagement Media is the continuing evolution of moving the buyer/consumer into the realm of the product/brand. Companies that can activate on this concept will create franchises and brands that endure and differentiate. Viral is no longer the buzz word as everything today is viral, but a very small part is engaging.
- blog post from Trigger Agency
- Interview with Marketplace from APR
District 9 Site: http://www.district9movie.com/
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