Dynamo Delivers an Xbox Interactive Illusion for FIAT500x Campagin
Microsoft Advertising and FIAT, in partnership with global media agency, Maxus, Krow Communications and Doner, today launches the final phase of the industry-first digital advertising campaign for Xbox One and Xbox 360 developed to support the launch of the new FIAT 500X, featuring an interactive illusion created by magician Dynamo. “The Power of X” campaign, launched at the end of 2014, has been designed to raise awareness of the new car between its debut at Paris Motorshow in October 2014 and the official commercial launch date in the UK, 24th April, when the marketing and communication strategy will further focus on product characteristics.
In a first of its kind Xbox innovation, Dynamo speaks directly to the person participating in the illusion, asking them to select a series of options culminating in Dynamo correctly guessing the final scenario featuring the FIAT 500X. The campaign also incorporates a Kinect-enabled feature that unlocks more content from the celebrity magician himself.
The first stage of “The Power of X” FIAT 500X/Dynamo campaign has been live across Xbox, Skype, MSN, Outlook.com and Windows 8 for the past three months. The dedicated hub invited audiences to sign-up and receive new information on the product, as well targeting teasers to the Dynamo partnership – for example through themed Avatar props. Comprising chapters of content, new experiences were unlockable through engagement with the devices or via online platforms, thereby maintaining excitement and interest in the campaign across multiple screens.
The primary phase has seen strong engagement, reaching a huge average of four minutes and 20 seconds dwell time on the creative platform, which is expected to increase with the launch of Dynamo’s latest illusion on FIAT 500X.
Owen Sagness, General Manager at Microsoft Advertising UK, says: “Microsoft’s commitment to utilising insights to help brands create opt-in experiences, in the right moment, on the right platform, rather than just simply buying advert is at the heart of this campaign with FIAT and Maxus. By creating a holistic picture of FIAT’s audience, our platforms offer consumers relevant content in the moments that matter. This interactive illusion is a first for Xbox and through creative sequencing, we have been able to reach consumers with a consecutive message, encouraging and continuing seamless engagement across devices.”
Michelle Davis, Digital Communications Manager at FIAT UK comments: “The FIAT 500X launch is a crucial moment for the FIAT brand in 2015. For the first time, FIAT is entering the crossover vehicle segment, meaning that FIAT needs to introduce itself to a new audience, offering them experiences that are in line with their expectations. This latest phase brings another fantastic illusion from Dynamo which, like the car itself, is full of surprises. We know Microsoft’s breadth of cutting-edge platforms, and in particular Xbox highly with FIAT 500X audience of ‘stylish adventurers’ and the success of the campaign to date is already evident in the dwell time figures. We look forward to seeing what our audience think of the latest creative instalment.”
Pierre Paoli, Maxus says: “This campaign has always been about creating something unique and the blend of FIAT, Dynamo, and Microsoft as brand partners has created just that. The seamless cross-screen offering from Microsoft combined with Dynamo’s individuality and his fantastic illusion complements the essence of the new FIAT 500X perfectly.”
Try out Microsoft and Dynamo’s illusion for yourself on any Xbox 360 and Xbox One connected to Xbox LIVE.
Creative Agency: Doner, Krow Communications
Media Agency: Maxus
Category: Gaming , Sports and leisure
Genre: Digital , Experiential