Over 22 films and spanning over 50 years, James Bond is the longest running film series to date. With the winning formula of guns, gadgets and gorgeous guys and girls, plus one of the world's most recognisable audio signatures, it is a brand that has lived for generations. This is a film that sells itself to its pre-established fan base. For the launch of Spectre, our objective was to broaden our appeal and introduce Bond to our younger audience of millennials in a new, effective and innovative way.
With over 100 million daily active 'Snapchatters' and more than 60% of those being aged 13-34, we recognised that this was the right platform to showcase our exclusive video content from one of the most anticipated films of 2015. With a platform that delivers 7+ billion video views every day at our fingertips, we identified the perfect partner to launch the media first of the year.
Working with Sony Pictures and Snapchat, we launched the first-ever branded channel in the exclusive section of the app that is usually only reserved for content from their preferred 15 media partners. We secured a truly exclusive positioning within the app that no other promotional partner has occupied before. The 24 hour takeover offered Snapchat users a candid view into the making of the film, interviews with the cast and crew, and exclusive previews of the film itself. During this
media first, we were able to produce a truly native experience for the users in a beautifully visual yet snackable format.
This media first has both shaken and stirred the way marketers utilise Snapchat for their campaigns.
A first of its kind, the Snapchat channel devoted entirely to Spectre delivered over 11.6 million views in 24 hours, smashing our initial 7.5 million targets. In addition to these exceptional views and stellar editorial amplification in global press, Snapchat partnered with Millward Brown Digital to measure the effectiveness of the campaign. Of all 13+ year olds surveyed, Millward Brown found an ad-awareness increase of 6.8%, a Brand Favourability increase of 6.9% and an increase of intent to see the movie, the most important metric of all, of 7%, well above the industry average of just 4%.
