In February Microsoft launched a campaign with UK celebrity magician Dynamo promoting the Fiat 500X crossover, running over the company’s platforms; Xbox, Skype, MSN, Outlook.com and Windows 8.
“The Power of X” campaign is running until the end of April, culminating in the launch of the car and an illusion from the magician exclusive to Xbox One and Xbox 360 users, and in this phase the campaign has generated strong engagement, averaging at four minutes and 20 seconds dwell time on the creative platform.
The campaign has used creative sequencing over the Microsoft platforms, so audiences can keep up with the brand story over each platform, from Skype to MSN, and unlock the content for the next chapter.
This type of cross-platform activity, according to Microsoft, aims to reach the car’s target audience; the ‘Stylish Adventurer’ – “people with a keen sense of fun who enjoy new experiences and who also pride themselves on standing out from the crowd.” Understanding its audiences on each platform allows Microsoft to tailor the creative for each user.
A few months on, the final stage has been launched detailing Dynamo’s illusion, the magician will ask Xbox users a series of questions, using Kinect-enabled features form the console, to predict a final scenario that features the Fiat. The work has been created BY global media agency, Maxus, Krow Communications and Doner.
Michelle Davis, Digital Communications Manager at FIAT UK comments: “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 look forward to seeing what our audience think of the latest creative instalment.”
Success cases for sequential storytelling across platforms are building up, and the brands and agencies unable to deliver this for consumers will be left behind.