UNIVERSAL McCANN, New York / SONY / 2016
In the newest iteration of the franchise, SPECTRE, James Bond finds himself enveloped in a story deeply rooted in secrets from his past. With strict creative parameters, a complicated plot line, and indistinct villain, the traditional methods of marketing would not be sufficient to reach the elusive millennial audience.
Sony Pictures Entertainment partnered with Snapchat to create a first-to-market global execution unlike any other. Snapchat has an incredibly unique Discover product. It’s a curated destination that encourages fans to explore content from a variety of editorial perspectives. Discover is the new newsstand because it embraces content from global brand voices such as VICE, ESPN, and CNN. SPECTRE added a taste of Bond to this experience, becoming the first-ever brand discover channel. We seamlessly integrated exclusive experiences through a behind-the-scenes look at the man with a license to kill. Fans even became Bond through engagement features like our custom 007 geo-filter.
On October 26th, 2015, in 17 countries across the globe, SPECTRE was the featured brand of the Snapchat Discover Channel. Our branded content lived for 24 hours alongside Snapchat’s editorial partner channels such as CNN, Vice, BuzzFeed, ESPN, and more.
Exclusive content included:
• The making of “Day of the Dead” scene
• Sam Smith’s SPECTRE music video teaser
• Behind the scenes look at the action sequences
• Cars of SPECTRE
• The Women of Bond
• Animated movie poster
• Shareable “Shaken or Stirred” snap
• Custom character callouts from Moneypenny and Hinx
In addition, we encouraged audiences to engage with our content by aligning with native behaviors on the app. On opening day, we executed a custom branded geo-filter, in 3 key global markets, modernizing the iconic gun barrel graphic. Short, 10-second vertical video ads were distributed across Snapchat that highlighted the best moments from the film.
BOND WAS SENSATIONAL ON SNAPCHAT!
o First-to-market global execution featuring 22 pieces of original content
o 65K+ hours spent in the exclusive SPECTRE Channel
o 10X more shares than the average Discover Channel
o 3X more views than the average Discover Channel
o 154MM total views of all branded content (channel, videos, geo-filters)
o 3MM U.S. uses of the custom geo-filter that led to 73MM native U.S. views
o 28MM global views of vertical video ads
MASSIVE OPENING WEEKEND:
o SPECTRE stormed the box office to #1 in the USA taking in over $70MM and maintained the position the following weekend
o Opened #1 in 79 global territories, including the 17 markets that participated in the Snapchat program
MOVING THE NEEDLE, SHAKEN NOT STIRRED:
o Total awareness increased from 65% to 75% for younger audiences
o Unaided awareness for younger audiences increased from 9% to 23%
2015, BANG & OLUFSEN