PROMO's 2007 Interactive Marketing Awards gave SONY Pictures the Best Campaign Award today for their Da Vinci Code Quest at a luncheon ceremony held during the first day of The Interactive Promotion Summit in Las Vegas. Larry Jafee, PROMO Magazine's new Editor emceed the awards ceremony where he also took the opportunity to introduce PROMO's new redesigned look.
Sony Pictures partnered with Google last year for the theatrical release of The DaVinci Code to develop this promotion. Google created over 12,000 separate puzzles and players used Google Maps and search functions to find clues. Over 1 million unique users signed up to crack the code, well exceeding Sony's goal of 100,000, and they played 9 million puzzles.
The first 10,000 players that completed all the puzzles received a replica from the film and continued on to the final mystery.The grand-prize winner received a trip for four to New York, London, Rome and Paris and a Sony electronics package. Dwight Caines, Executive VP, Worldwide Digital Marketing Strategy for TriStar Marketing Group said "The movie is about cracking codes, unearthing a secret this is hidden in plain sight...we wanted to make people think "I could win this thing.'"
The Da Vinci Code Quest was created by the in-house group at Sony Pictures Entertainment. It also won for the Best Promotional Web Site category. Other category winners include:
Viral Promotion: Office Max - Elf Yourself.com - Agency: TOY and Maccabee GroupTOY and Maccabee Group
SMS/MMS Mobile Marketing: Verizon Wireless Unlocking Mobile Value for Pirates of the Caribbean: Dead Man's Chest - Agency: Vibes Media
Trial Recruitment: MasterCard Write Your Own Priceless Ad - Agency: McCann Erickson, NY
Loyalty Marketing: Coca-Cola Co. My Coke Rewards - Agency: Studiocom
New Media: Indy 500 Ticket Renewal CD Postcards - Agency: Serious USA
Search Engine Marketing: Harley-Davidson 2006 Paid Search - Agency: Overdrive Interactive
Email Marketing: McDonald's Money Monopoly - Agency: The Marketing Store
You can visit PROMOmagazine.com to view all the winners and find out more about the campaigns.
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