RTC Lightning for Xbox Lips
The challenge
To launch the new release of Lips, the singing game for Xbox, Global created “Sing With Lips” - an experiential marketing campaign involving five weeks of roadshows across the UK. Special video booths gave the public a chance to sing along with the Lips version of Lily Allen’s “The Fear”, then log in online on the campaign website with their unique identification number and view their performance. Global were looking to add an extra dimension to the performances to encourage users to spend longer on the site and build brand loyalty.
The solution – RTC Lightning
Global turned to Real Time Content’s personalised video technology to create an online video mash up service that leverage the high volume of performances gathered – to enable users to mix their own performances with others to create a unique video that could then be shared on social media.
The mash up service - RTC Lightning - takes each video performance and automatically splits them into individual lines of the song ready for re-mixing into a new performance video.
Through a fun, easy to use interface that sits within the campaign website, the singers can then create their video - mixing in their own performance with synchronised performances from thousands of singers from around the UK. They can select the gender, location and the singing quality of the other singers and each unique video includes a personalised title.
There are billions of billions of potential videos (“1 x 10 to the power 144” according to RTC boffins, which they calculate as “… more than the number of atoms in the universe!”) As with all of RTC’s innovative services, each video is individually created in less than 2 seconds.
Results
So far 85% of visitors to the mix page on the campaign website have gone on to mix their own videos.
“We are delighted that RTC Lightning has enabled us to create such an exciting and successful campaign,” said Tim Ferris, Head of Interactive Partnerships at Global Radio. “In working on behalf of Universal McCann to promote the new release of the Xbox game, RTC Lightning has enabled us to produce a highly engaging and innovative campaign. This is truly a ‘world’s first’ in terms of promotional marketing.”
“RTC is thrilled to have been involved in this campaign for the promotional launch of X-Box Lips through the Heart FM UK road show,” said RTC CEO Tom Quinn. “We have had a great experience working with Global Radio on this campaign and we are delighted to provide the technology to allow it to happen. The versatility of RTC Lightning means it can be used as a powerful tool for brand engagement across many sectors. RTC enables companies to move from ‘contacting the masses’ to ‘connecting with the individual’.”
Summary of personalisation parameters
Unique individual performance number
Name
Video title
Location
More of me/less of me
More girls/more boys
More talented/so bad they’re good!
Share/send/remix
Reporting
Full performance reports are available through RTC’s secure online dashboard. This includes details of the performance of individual options and storyboards and live visitor data. This information is also available historically for all past visitors. Reports can be exported in common file formats.
RTC also integrates seamlessly into Google analytics, allowing our clients to access detailed visitor data (referring URL, browser type, connection type, etc.).
