5:28PM October 3 2011
Watch – Dynamo: Magician Impossible
Dynamo is a streetwise Bradford-born illusionist with some mind-blowing magic up his sleeve. Watch tasked us with creating a campaign that would engage with existing viewers of their Watch channel, as well as captivate a whole new audience and get them tuning in.
With Dynamo’s illusions being the sort that render the phrase ‘seeing is believing’ somewhat redundant, we knew that whatever we did would have to really push boundaries. In short, the campaign itself would have to be every bit as fascinating and unexpected as what it’s promoting.
To achieve this, we created a 3D augmented reality (AR) iPhone app. Once downloaded for free and combined with AR markers that we incorporated into national press ads (and also available to print via Facebook), the user experienced the magical world of Dynamo in brilliant 3D. This was backed-up with a brand new Dynamo Facebook page that featured a purpose-built bespoke tab where fans could watch video clips from the episodes. To ramp up excitement levels and create even more of a buzz, we engaged with fans in real-time during the shows – getting conversations flowing and giving away prizes.
The results exceeded all client expectations by some distance. The first episode achieved over 1.3 million viewers – 1121% above the benchmark and over 1.8 million watched the final episode making Dynamo: Magician Impossible the number one TV show in its time slot on PayTV. But that’s not all. The iPhone app made it into the App Store Top 20 Free Apps with over 120,000 downloads in 10 days and so far, over 220,000 fans have joined the Dynamo: Magician Impossible Facebook page.