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Become The Hero of The Latest easyJet Ad!

 

Posted on June 11, 2009
Laure Pignat

 

For one second, just imagine this: You are seated comfortably in your office watching a video on your computer. All of a sudden, your cell phone rings. You pick up the phone and ask who it is. On the other side of the line is none other than the hero of the video you are watching, asking for your help!

Once you answer your phone, you embark upon a unique and exciting adventure. You become the true game master. The goal of the game is to direct the hero via the shortest route to the closest airport using your cell phone.

Does this not strike you as a utopian concept? easyJet developed the concept in collaboration with Vanksen, relying mostly on the revolutionary technology known as web call-back. This brilliant technology allows the player to interact directly with the game using his/her cell phone keys, which synchronizes the video based on the player’s directions.

Vanksen is gearing this interactive experience for the German, French, Swiss, and Italian market, meaning that it is unfortunately not accessible from the United States (in 2008 the agency had already conducted a similar action for the French theme parc Futuroscope). Despite its inaccessibility from the U.S., this is nevertheless an extremely interesting concept that global attention should be paid to.

Vanksen’s objective, directed by its client, is to increase easyJet’s brand awareness. In a domain as competitive as the airline industry, a campaign must be even more than just inventive to capture attention across the board and stay ingrained in people’s minds.

Once the player has entered his/her information, it is collected in opt-in (consensually of course, by way of a check box), which allows easyJet to put together a list of people potentially interested in their offers.

Numerous studies have shown that when customers engage in a particular action they also emotionally engage themselves with the content, as in the case of the game. The rate of retention in relation to the brand is much higher when the consumer is able to actively participate.

In reality, it is not merely a game, it is a veritable consumer experience. Even though they may not realize it at the time, while playing, the consumers are much more exposed to the brand than they would be by simply navigating on the brand’s official website. This is due to the fact that they must stay on the application several minutes at a time in order to play.

Through these types of innovative tools, the consumer experience is much more personal, and communication becomes much less intrusive. This new kind of marketing allows for content to infiltrate the unconscious, all without the consumer feeling manipulated or overwhelmed by countless promotional messages.

If you happen to be in Europe right now, try it out at itstimetoleave.com!


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Comments

1. Wednesday 17 June 2009 attime 07:37, by Karizmatic

I must be missing something here. What’s the point of interacting with your cell phone if you’re actually in front of your cumputer?

2. Wednesday 17 June 2009 attime 09:05,

Hi Karizmatic,

the idea is that you can influence how the video continues and play a game using both your computer and your cell phone. You watch the video on your computer and give your instructions via your cell phone. Hopefully this made it clearer :)

The culture-buzz editorial team

3. Monday 20 July 2009 attime 07:58, by SH

How about the same operation for a phone company and a famous sport player made by another agency ? Who came first? Where was the process originally created and launched?

Thank you,

4. Saturday 19 September 2009 attime 18:42, by baking cakes :: easyjet call back is genius!!

Absolute genius! I love it- the engagement is great- I just think it’s a shame it was so commercially driven. Imagine doing this for health ( ie -i’ve looked up management of diabetes and I get a call back- and suddenly the video is a real person managing their disease etc). Love it- all round it does what we in digital media are all challenged to do everyday- engagement.

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