Marketing a winner is one thing, but kick-starting an underperformer is where an agency really needs to get creative. So when Universal's "Public Enemies" disappointed at the box office, Ignited stepped in with a novel idea -- use the built-in appeal of Facebook's popular game "Mafia Wars" to help the movie's DVD release find a new audience.
But rather than simply attaching "Public Enemies" to the "Mafia Wars" brand, Ignited worked with the game's developers to create a seamless branded experience that melds the two properties for "Public Enemies" week on "Mafia Wars." Ignited launched the experience by offering users specialized weapons and loot straight from the film. But to build on the cinematic experience -- and drive users to buy the DVD -- the agency also created "Public Enemies: Crime Sprees," a series of branded in-game missions that put the audience in the shoes of gangster John Dillinger (played by Johnny Depp in the film). Once the missions are completed, users are rewarded with an "unlocked" scene from the movie that corresponds to the mission. Click here to see a video summarizing the campaign.
Working in a much smaller universe, Ignited helped Bravo promote "Launch My Line" with a rich media banner that crams in an interactive touch point for 11 of the show's characters and a trailer, all without leaving the ad unit.
Ignited executives regularly share their insights on digital at the agency's blog, offering helpful advice on topics ranging from pushing your video to the top of YouTube, to retargeting media buys.
Ignited is based in Los Angeles, with an office in New York. The agency has worked for a diverse array of clients, ranging from the U.S. Army to Princess Cruises.