Sony PIX Rebrands Itself To “Stay Amazed” With The Premiere Of Bond’s Skyfall

Hollywood movies channel Sony Pix will reveal new brand philosophy 'Stay Amazed' in conjunction with the premiere of James Bond’s Skyfall to be telecast on Sunday. Rebranding also extended onto social media

Sony_Pix_Stay_Amazed

A new amazement is awaiting Indian television viewers of Hollywood. Sony Pix, the Hollywood movie channel from Multi Screen Media (MSM), will take on a new avatar on Sunday, October 27 with ‘Stay Amazed’ – the brand’s new identity that will be introduced in conjunction with the premiere of James Bond’s Skyfall to be telecast on Sunday at 1 and 9 pm; television will reveal the channel’s new neon green logo too.

The channel’s new brand philosophy ‘Stay Amazed’ is a bid to establish Sony PIX as a fun channel for Hollywood movies and also to cut through the clutter of the many English movie channels in the space. ‘Stay Amazed’ will ensure that Sony Pix remains exciting on television, social media as well as on-ground.

Amazing fans on social media

To differentiate the brand philosophy on social media, the channel has created a unique animated character called Notty Pixy to represent itself. She is a Hollywood insider who provides fans with the latest Hollywood news and gossip with a bitchy and saucy twist. As reported, this November there will also be a Notty Pixy slot on air which will be integrated with social media.

Here’s a video on Notty Pixy that is featured on an application on the channel’s Facebook page:

Along with the social media integration for the repositioning, the Sunday movie Skyfall on Sony Pix has made it an amazing one for its online community with the Skyfall game – the ‘Biggest secret mission ever’ on Facebook which will give a once in a lifetime opportunity to the viewers to win a trip to ‘Bond in Motion’ in London, a museum that exhibits automobiles and gadgets used in all James Bond movies!

In the game, your friends are in danger zone and you got to save and take charge. Interestingly, while the two missions can be completed in the virtual game, the last one needs a secret code that will be flashed on-air!

Skyfall_Facebook_game

Like the page if you haven’t already and play the Bond game on this Facebook app. The first mission in Turkey is to diffuse a bomb. Here you have to move using your mouse through a maze without touching any of the edges.

If you have a touch screen mobile, you can use it as a remote control for the second mission in Scotland, but there is also an option to play using the mouse as a controller. Need to shoot some bad guys, without shooting your Facebook friends who pop up from anywhere. Finally, watch the movie on Sony Pix this Sunday; the secret code will be flashed then on your screens. Enter it here for the chance to win!

The app displays your time taken, score and high score. This can be improved too for a better score.

Engaging through 140 characters

Along with regular updates on the Facebook wall, the channel has created some exciting engagement through Twitter too. A hashtag #BiggestSecretMission is sharing the game with Twitter users, while every day to the countdown is seeing a new, engaging contest on the micro-social network. Interestingly, Notty Pixy and Bond have also been roped in for a cool pickup line contest.

Are your guns loaded???? Get ready to fire them in 2 mins. #IfIWasASecretAgent

— Sony PIX (@SonyPIX) October 18, 2013

James Bond has taught us many a things. What have you learnt from his movies? Tweet with #BondTaughtMe & #win exciting prizes. #Contest.

— Sony PIX (@SonyPIX) October 22, 2013

Bond enters a cafe where #NottyPixy is sitting. Their eyes meet. Tweet with #BondWithNottyPixy & tell us which pickup line should be used.

— Sony PIX (@SonyPIX) October 25, 2013

While going through the channel’s Twitter stream, I realized it is also sharing a number that you can give a missed call to, with which you will get a reminder for Skyfall. Another addition to ensure nobody misses the movie.

Bonding with the community

Television has always been ahead in the social media race; more ready to experiment, more youthful in their conversation and always reachable. The Sony PIX rebranding transformation has leveraged social media quite creatively, one that uses the medium for an engaging storytelling one. The introduction of Notty Pixy is sure to add the differentiation factor on social media.

Besides, having an online game which gets players to watch the movie on television to complete it, seems to be a popular strategy for television. I wouldn’t be surprised to see Twitter being used for a live interaction during the movie telecast. We are seeing more channels integrating their audiences with the social media and vice versa, ensuring the excitement never dies down and they have a more engaged community, all the time.

This Sunday, Star Movies will premiere ‘Life of Pi’ for which the channel has adopted an extensive social media promotion that includes a personalized game ‘Life of I’ to recreate the movie experience for the community. To complete the game, players need to watch the movie for the rescue code will be flashed on-air. Earlier, Zee Café had created a microsite the launch of the American TV series, Lost. Each participant could generate a boarding pass with a unique ticket number at the virtual island. The winning ticket number to win an all-expenses paid trip to an island, was flashed during the first episode.

Exciting times are ahead as the new medium sees a positive acceptance from the industry. What are your views?