Title	THE NAME'S CHAT, SNAPCHAT
Brand	SONY PICTURES
Product/Service	JAMES BOND - SPECTRE
Category	C03. Use of Social Platforms
Entrant	OMD UK London, UNITED KINGDOM
Idea Creation	OMD UK London, UNITED KINGDOM
Media Placement	OMD UK London, UNITED KINGDOM

Name	Company	Position
Georgina Williams-Gray	OMD International	Digital Account Manager

The Campaign

Working with Sony Pictures and Snapchat, we launched the first-ever branded channel in the exclusive section of the app that is usually only reserved for content from their preferred 15 media partners. We secured a truly exclusive positioning within the app that no other promotional partner has occupied before. The 24-hour takeover offered Snapchat users a candid view into the making of the film, interviews with the cast and crew, behind-the-scenes videos from the movie’s exotic shooting locals and exclusive previews of the film itself. During this media first, we were able to produce a native experience for the users in a beautifully visual yet snack-able format.

Campaign Success

We created 24 hours of prime Bond coverage across the globe, strategically scheduled for a week before the film's release. Live for 24 hours only, we created a sense of excitement and exclusivity that drew audiences in to catch a glimpse of the highly anticipated content. The channel was loaded with video content that was tailored specifically for Snapchat as well as a sendable filter that allowed users to join the prestigious list of Bonds that have graced the iconic gun barrel tunnel. Since Snapchat was created with immediacy in mind, the challenge was maintaining rapt interest throughout the Discover takeover experience. To address this, each snap was made both interactive and exclusive to the takeover. Within each snap section, users could share the top snap and/or scroll to the bottom snap for exclusive video content, bonus trivia and facts. In keeping with the way snapchatters used the platform already.

Describe the success of the promotion with both client and consumer including some quantifiable results

A first, the Snapchat channel devoted entirely to Spectre delivered over 29.2 million views in 24 hours, smashing our initial 7.5 million target. This media first has both shaken and stirred the way marketers utilise Snapchat for their campaigns. In addition to these exceptional views and stellar editorial amplification in global press, Snapchat partnered with Millward Brown Digital to measure the effectiveness of the campaign. Of all 13+ year olds surveyed, Millward Brown found an ad-awareness increase of 7%, driving $15.4m at the Box Office and a campaign ROI of 560%

Explain why the method of promotion was most relevant to the product or service

For the launch of Spectre, our objective was to broaden our appeal and introduce Bond to our younger audience of millennials in a new, effective and innovative way. Working with Sony Pictures and Snapchat, we launched the first-ever branded channel in the exclusive section of the app that is usually only reserved for content from their preferred 15 media partners. We secured a truly exclusive positioning within the app that no other promotional partner has occupied before. Our campaign resulted in a 7% brand awareness increase amongst our target audience and a campaign ROI of 560%.

It is only appropriate that James Bond, a man on the technological cutting edge, would be the first brand to get his own Snapchat Discover channel. With over 150 million daily active ‘Snapchatters’ and more than 84% of those being aged 13-34, we recognised that this was the right platform to create and showcase exclusive video content from one of the most anticipated films of 2015. With a platform that delivers 10+ billion video views every day at our fingertips, we identified the perfect social partner to launch this unique media first. What makes Snapchat special? It is a social platform that enables story telling and its temporariness brings with it a sense of urgency. A perfect combination to create hype around the man and the movie.