“Game, Set, Match.” Win Big With Multi-Device Campaigns

No brand worth its salt can afford to bypass the digital space or ignore the immense potential online video has to offer. P&G, for instance, became one of the most recent conglomerates to hike its digital marketing spend up to 30%. While the online space, arguably more so than any other medium, allows for explosive creativity, some brands seem to pushing the envelope further than others.

Videos are intended to either enhance brand value or directly drive sales figures up. Ideally, as in the case of Kia’s recent Australian Open themed ad, they do both.

Kia has been the major sponsor of the Australian open since 2002 and its continued alliance with and creative manipulation of the event has done wonders for the brand.

The company’s most recent video urges viewers to download an app on their smartphones, which allows them to virtually “return a serve” from Sam Groth for a chance to win a car.

While the “game” needs to be played on a television, it requires the use of a mobile device. In other words it requires multi-device engagement with the brand and, as the much-touted mantra goes, engagement drives sales.

Multi-device engagement not only makes branded conversations with consumers more productive, but also more engaging and attractive to the consumer. The creative director of Microsoft’s Xbox Entertainment Studios, Elan Lee recently spoke to Venture Beat about the value of multi-device entertainment.

“Let’s say you’re watching Game of Thrones and there’s an archer on the screen. He’s on top of a castle tower looking out across a valley and he sights the enemy coming across the field on horseback. He takes a bow and arrow and pulls back the arrow and lets fly. You see it fly across the TV screen, across the valley, across your living room, and on to your phone, where it lands with a thud as the thing shudders in your hand. That’s a device. That’s an ecosystem of devices, aware of its environment and aware of how to use those systems to make storytelling more immersive,” said Lee.

Now think about brands being able to leverage this incredible leap forward—advertising is fast become as entertaining as entertainment itself.

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