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URL: http://www.bounc3d.com
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Key Industries:
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Entertainment & Leisure
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Retail
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Sport
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Key Sectors:
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Design & Build
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Digital Marketing
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Games
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Multi-Channel Marketing
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Social Media
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Viral Marketing
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bounc3d.com
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This year, Wimbledon has been filmed and broadcast in 3D for the first time by Sony. To celebrate, Crayon created a digital campaign including a viral paying homage to the iconic BRAVIA balls ad filmed in San Francisco.
Brief
To raise the awareness of the first ever Wimbledon in 3D and Sony’s involvement and to build the association between Sony and great 3D content.
Strategy
The ultimate outcome of the campaign would be for consumers to go instore to try and then buy a Sony 3D TV, however new television purchase is infrequent. Very few of the people we would be talking to would be ‘in market’, and we could define this audience, so we needed to do something that was both broad reaching and memorable. Something that that they would remember when they came round to choosing their next TV.
We also wanted to create something that could support any future sporting sponsorships.
Execution
The team came up with the idea of playing homage to the iconic Sony BRAVIA San Francisco ‘balls’ ad but with tennis balls in the leafy streets of Wimbledon. This viral film ended asking people to join an online tennis ball hunt which gave them the opportunity to win the ultimate viewing experience; a 3D TV plus tickets to Centre Court for the Wimbledon Finals.
To play the game consumers had to register their details on Bounc3d.com and then travel through the participating sites collecting balls as they went. They could earn additional balls by sharing the game on Facebook and tweeting then check their score on the leaderboard. Daily spot prizes were also available.
The game was supported by national press, field marketing (handing out branded tennis balls) and Facebook posts.
Results
Over 200k views of the viral
Over 3k new Facebook fans for Sony UK
7800 people registered to play the game
Over 3k players sharing the game on social sites
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