Sony Pictures India, Dentsu Webchutney launch interactive game on YouTube

The average number of mobile views via YouTube alone is more than 1000 million. To engage with this ever-abundant content-loving population that sits on this platform, Sony Pictures Entertainment, in partnership with Dentsu Webchutney, has created the first-ever gaming video for YouTube.

Inspired from Sony Pictures Entertainment’s latest release, Zombieland: Double Tap, the gaming video features zombies and guns. Taking cue from the movie tagline Double Tap, the game asks users to double tap on their screens to shoot the zombies with different weapons. For instance, a single double tap could lead the user to kill the zombies with a pistol, a shot gun and/or a machine gun. Double tapping on the video at different indicated times will also enable the user to reach interesting milestones within the gaming story. For the record, Zombieland: Double Tap is a post-apocalyptic horror zombie comedy film. It is about Tallahassee, Columbus, Wichita and Little Rock who square off against the undead.

The video has already received more than 1,000 views in the first hour of its upload. More than hundreds have already shared screenshots of their entries via direct messages.

Shony Panjikaran

Shony Panjikaran, Director and Head, Marketing, Sony Pictures Entertainment India, said, “Zombieland is one of the few unique films that has a cult following since years. This is despite the fact that the subject and its treatment is a bit niche for the Indian market. We recognised that a huge chunk of the target audiences are gamers. Therefore, to engage them with a thematic game was our unique proposition. After analysing what platforms would be the best to use based on numbers and also creatively befitting, we thought YouTube would be the most ideal platform for this. Also, the YouTube feature of double tap to forward was a perfect tool for us to display the tag line of our film. Hence, the team came up with a game around the feature. It is the first-of-its-kind, simple and ingenious and is particularly apt to market a film such as this to our young TG. We have gamified the experience and have added levels to the 'double tap' to shoot and complete the user journey with a CTA to book tickets.”

Pravin Sutar

Pravin Sutar, Executive Creative Director, Dentsu Webchutney, said, “Social media numbers for YouTube say that it’s one of the most popular platforms and happens to entertain millions of people daily. With so much content being watched without having any interaction from the user’s end was an opportunity waiting for us to be explored. We changed the notion of just watching a video on YouTube by introducing an interactive element to the video wherein one could kill zombies by double tapping the video. Such small gaming hacks on a video platform results in disruption of sorts, which in turn creates a lot of engagement for the user.”

To experience the thrill of a zombie kill, play the game:

Credits:

Sony Pictures Entertainment India Team:

Director & Head of Marketing, Sony Pictures Entertainment India: Shony Panjikaran

Senior Manager, Marketing, Sony Pictures Entertainment India: Jimit Kansara

Digital Marketing Manager, Sony Pictures Entertainment: Tejashri Pandit

Dentsu Webchutney Team:

EVP & Branch Head, Mumbai: Nishi Kant

Executive Creative Director: Pravin Sutar

Senior Vice-President: Harsh Shah

Creative Director, Copy: Bhavin Patel

Creative Director, Art: Shruti Parulekar

AVP, Strategy: Pragati Rana

Head, Digital Production: Nitish Sarkar

Group Head, Copy: Natasha Khubchandani

Group Head, Art: Sagar Desai

Group Account Manager: Vishal Prabhu

Copy Supervisor: Sanjeev Tripathi

Art Director: Kshamalya Patil

Senior Copywriter: Viral Gangar

Senior Visualizer: Vinayak Kharat

Copywriter: Aavrutti Sharma

Account Executive: Adrian D’Souza

Senior Motion Graphic Designer: Sachin Poojary

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