Philips launches social media campaign
Philips announced a partnership with the film production company Ridley Scott Associates (RSA) today, Wednesday. Together, they are launching the "Parallel Lines" project—a campaign that will be driven primarily through social media.
Parallel Lines is part of a new international campaign to promote the unique home theater experience with Philips TVs, according to the official Philips blog. A common theme was set for a short film and the five most innovative films were selected from 45 submissions. The films were shot around the world in Uruguay, London, Moscow, China and South Africa and cover the film genres of drama, action, animation, science fiction and thriller.
The declared aim of the campaign is to inspire film fans and generate attention for the "Ambiplayer" media player. Parallel Lines is accompanied by an interactive campaign with a strong focus on social media. A specially created Facebook page has already been set up where fans can be the first to find out all the latest news about the films and gain access to exclusive interviews with the directors as well as background information and clips.
The project is being implemented by the agencies: DDB, Tribal DDB, Unit 9, Carat and the Omnicom agency network OneVoice, responsible for PR.
The five contributions will only be available online from April 08, 2010 on Philips.com/cinema to see. The films will be shown with the "Ambiplayer". A trailer for the films will be published on the Facebook fan page on February 26. On April 7, targeted Facebook banners will be set up in over ten countries. All those who go to the fan page and register will get the chance to watch the films in full length one day before the actual release.
The declared aim of the campaign is to inspire film fans and generate attention for the "Ambiplayer" media player. Parallel Lines is accompanied by an interactive campaign with a strong focus on social media. A specially created Facebook page has already been set up where fans can be the first to find out all the latest news about the films and gain access to exclusive interviews with the directors as well as background information and clips.
The project is being implemented by the agencies: DDB, Tribal DDB, Unit 9, Carat and the Omnicom agency network OneVoice, responsible for PR.
The five contributions will only be available online from April 08, 2010 on Philips.com/cinema to see. The films will be shown with the "Ambiplayer". A trailer for the films will be published on the Facebook fan page on February 26. On April 7, targeted Facebook banners will be set up in over ten countries. All those who go to the fan page and register will get the chance to watch the films in full length one day before the actual release.
