Rogers Wireless is promoting its new line up of HD smartphones on YouTube with help from Nokia and Disney’s highly anticipated science fiction flick Tron Legacy.
A masthead ad on YouTube’s homepage, which only ran yesterday, invited visitors to watch an exclusive movie trailer in HD. A small Rogers’ logo appeared in the bottom right hand corner.
Clicking on the ad led users to a branded channel where the two-minute trailer automatically started playing. About 10-seconds in, the entire page started to shake and some of the suggested videos down the right-hand side of the page went fuzzy.
A hand appeared on the screen holding a Nokia N8, where the rest of the trailer played out. The words “Enter the world of Tron with HD phones from Rogers” appeared across the top of the page.
The idea behind the ads was to take something as simple as a movie trailer and demonstrate how you can view HD content anywhere you go, said James McDougall, creative director at Publicis Modem, the agency that partnered with OMD on the campaign.
The agency was able to use the Tron trailer because of Disney’s relationship with Nokia, said McDougall. (The main character Sam Flynn uses the phone in the film.)
While the only phone showcased throughout the trailer is Nokia’s N8 model, the ad ends with shot of the various HD smartphones offered by Rogers.
