Cannes Lions

MOVIE MODE

CRISPIN PORTER + BOGUSKY, Boulder / BEST BUY / 2011

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Overview

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Credits

Overview

Execution

The Best Buy Movie Mode app allows moviegoers to see an extra layer of content right on their smartphone. “The Minionator” was the first-ever mobile app that synched with the movie (through patented sonic cue technology) to translate what the Minions were saying during the 3-D end credits of Despicable Me.

CP+B used multiple screens to guide moviegoers through the “Minionator” experience. TV, online and in-theatre (posters, standees, concessions) were used to drive downloads of the application. An in-lobby video instructed moviegoers how to use it, and an art card prior to the film prompted them to activate it. Movie Mode took it from there, automatically dimming the display and silencing the ringer. The phone would listen during the movie and wake up during the end credits to translate the characters on screen. After the end credits, the app also unlocked bonus content, continuing the experience beyond the theatre.

Outcome

With a goal of 100,000 downloads, the Best Buy Movie Mode platform launched in June 2010 and as of January 2011, has generated over 460,000 downloads and more than half a million visits to BestBuyMovieMode.com. The Movie Mode App was ranked as high as #6 out of all apps within the entertainment category, and ranked #41 among free applications at the Apple App Store. Movie Mode has generated buzz across the movie industry, and has positioned Best Buy as an innovator and leader on the mobile app and entertainment space.

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