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Star Movies lets users play Bond through a digital campaign to promote Bond Film Festival

English movie channel Star Movies India has launched ‘Play
Bond’ digital campaign to promote Bond Film Festival titled, Forever Bond which
will begin in July 2011 showcasing Bond films spanning decades from oldest
classics to recent flicks. The digital campaign gives users an opportunity to
play Bond themselves and has been displayed on StarMovies.in as well as was
strategically placed on various movie portals. Tribal DDB India, the digital
agency for Star Movies has created the campaign.

English movie channel Star Movies India has launched ‘Play
Bond’ digital campaign to promote Bond Film Festival titled, Forever Bond which
will begin in July 2011 showcasing Bond films spanning decades from oldest
classics to recent flicks. The digital campaign gives users an opportunity to
play Bond themselves and has been displayed on StarMovies.in as well as was
strategically placed on various movie portals. Tribal DDB India, the digital
agency for Star Movies has created the campaign.

The ‘Play Bond’ campaign has an innovation banner and the concept
was to connect the banner to a mobile. The banner asks the users to enter their
mobile number in order to Play Bond. Once the user enters his number, the user
gets a call from ‘M’. The IVR then asks the user to dial 1 on his mobile to
shoot the page, 2 to use the laser beam and 3 to blow up the page and thus the
mission gets completed.

The ‘Play Bond’ app hosted on the Star Movies Facebook page
allows the user to Play Bond on any website. The user could do so by following
3 simple steps – drag the ‘007’ app to bookmark bar, open any website and then
click on the link in the bookmark to activate the App.

Once the App gets activated, users would see an Aston Martin
on the site and then the user could destroy the page using various effects.
Users could maneuver Bond’s car using the arrow keys and the space key could be
used to throw flames, bullets, laser beams etc. The user could then see the
page being destroyed. The entire execution of the App gave it the Bond feel.

Saurabh Yagnik, general manager and senior VP, English Channels, Star India said, “STAR Movies is an expert and a leading destination for the biggest Hollywood blockbusters in India. We celebrate the spirit of the Hollywood heroes and are committed to growing the consumption of Hollywood movies here. Everyone has fantasized ‘playing Bond’ at some point in time and swoon over the gadgets, the gizmos, the Car and the interesting women. We at Star Movies have provided our viewers the opportunity to ‘Play Bond’ real time. We are proud to bring innovations in the digital space seen for the first time in India. As our viewers largely reside online we have gone beyond the clutter of conventional media through these never seen before initiatives.”

“Gadgets are an important part of Bond movies, and how he uses them on his mission defines his personality. We created an innovation banner that gave the user the opportunity to play bond on the digital space”, says Abhishake Das, creative director, Tribal DDB India.

Max Hegerman, president, Tribal DDB India, adds, “The digital innovation is definitely the first of its kind in India, for the banner as well as the app. But most importantly it has managed to reflect an important essence of Bond movies and his style.”

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