2015年7月16日 星期四

BenQ家用投影機在歐洲與電影合作行銷 (Home projectors promoted in pan-European campaign based on DVD release of movie ‘Night at the Museum: Secret of the Tomb’)


BenQ與二十世紀福斯共同舉辦行銷活動,讓英國、德國、法國和瑞典的消費者能夠在家享受博物館驚魂夜。促銷機種包括W1070、W1070+、W1070+W、W1080ST+、W1350、W1400 與W7500等。



In the first half of 2015 BenQ Europe was running the big Night at the Museum campaign in collaboration with 20th Century Fox.  The goal of the campaign was to increase the brand awareness and enhance the preference for BenQ Home Projectors. The concept was to bring your living room to life with BenQ Home Projectors and Night at the Museum. The campaign included a Sweep Stake: Win the chance to spend a REAL night in one of London’s top museums and a bundle gift: Buy selected BenQ projector models and get  the Night at the Museum 3 Blu-ray Disc.
This resulted in the slogan: Spend a Night at the Museum in Your Living Room...and win the chance to spend it in one of London’s top museums too!

The focus countries for this campaign were UK, Germany, France and Sweden and the projector focus models were the W1070, W1070+, W1070+W, W1080ST+, W1350, W1400 and W7500. To give customers the opportunity to register their product a microsite was created: http://natm.benq.eu/
These registrants automatically entered the lucky draw in which they could win a family trip to London with an overnight stay in one of London’s top museums. A total of 4 family trips will be given away (one per country) once the campaign end in July

Marketing activities included a social media sharing campaign on Twitter, Google banner advertisement and Google AdWords campaign. The online marketing campaigns were very successful in terms of branding and drove a lot of traffic to the microsite. A lot of people participated in the online sweepstake on Twitter.

The BenQ offices in France and Germany will organise offline PR events to tie-in with the Night at the Museum campaign.

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