Watch our favorite TV show, note the presence of a brand name familiar to you and in a moment receive directly on our smartphone many different contents dedicated to you right from that brand. It’s not science fiction but a very real novelty of this these days. Lancia proudly presents the world premiere of the Italian market.
"Lancia is also innovative in its relationship with the customer," so says
Paul Gagliardo, Head of EMEA Markets commenting on the launch of the new service as a whole provides a first experimental phase, after which Lancia intends to turn into a real interactive channel and continuously sending content to share with the consumer.
Downloaded from the
App Store and
Google Play, the application ’Lancia InteracTV’ combines the ’Digital Product Placement’ - the inclusion in the rear of a product within an audiovisual content - with the interactive features offered by new technologies revolutionizing in one fell swoop both the concept of television viewing that the receipt of the message. It is sufficient to activate the application during the show that we care and the app makes the rest: through a sound recognition not audible by the user, the application sends a message on your smartphone enriched with customized content.
The opening of this service is scheduled for this evening during "Cercasi Casa Disperatamente" thematic TV channel Discovery Real Time. On the occasion of the launch campaign of the new Lancia Ypsilon Ecochic Methane, a few episodes of the transmission will be empowered to interact with the application Lancia InteracTV users spectators. To those who join the initiative, by downloading and activating the application during the program, will be offered special conditions of purchase for the Ypsilon and dedicated multimedia content.
Founded by a group of Italian company leader in technology and communication to the general public (Bitmama,
Engage Reply, Mirriad), Lancia InteracTV represents a breakthrough for the world of professionals. In fact, behind the recognition system and download, there is a proprietary technology of Engage Reply, and to ensure the presence of the brand in key moments of the transmission are the innovative techniques of Digital Product Placement proposed by Bitmama - Mirriad total exclusive the Italian market.
Integral part of the digital strategy Lancia - whose key points are near, segmentation of messages and the development of capabilities that accelerate and amplify the process of relationship with the brand - the new application ’InteracTV’ is the basis of a communication as well as geographic location, also made ’tailored’ to the consumer, without being invasive of your privacy. Therefore, the brand is confirmed forerunner in this field and demonstrates its ability to tune with an audience more accustomed to using their mobile devices even in front of a movie or a TV show, in the sign of transmedia convergence. A strategy that has already proven successful: an example of all is the site Launches Mobile, the first corporate portal designed for use on tablets and smartphones, accessible by all devices on the market and entered the top 10 of the mobile projects to ’Cannes Grand Prix 2012’.
Finally, within the digital media -oriented strategy designed to Lancia, Maxus has developed a plan to support the initiative by providing a spot 10" positioned in the opening of the stakes involved in the program and its replicas, and a web campaign both editorial tabular on social Real Time (Facebook and Twitter), on the site of the channel, the mini - program site and YouTube channel Real Time channel.