Magic isn't real. But illusion is a powerful tool. The past few years have seen magicians suddenly become cool again, with entertainers such as Derren Brown (despite his protestations, he is a magician in the traditional sense) and Bradford's very own Dynamo commanding arena-sized crowds, as well as the attentions of the media. As such, it was only a matter of time before ad land cottoned on and started using this tool in earnest. To be honest, I'm surprised it's taken this long for a company to use a popular magician to front a major campaign, but if it was going to be anyone, I'm glad it was the relatively humble and likeable Dynamo, who revels in his own unique brand of twisted, urban sorcery.
Fiat 500 X - The Power of X with Dynamo Launch Night Unveiling
This new experience from Microsoft Advertising and FIAT, in partnership with Maxus, Krow Communications and Doner, is the final phase of an industry-first digital advertising campaign for the new Fiat 500X, which is accessed through a bespoke hub (or app) on Microsoft's Xbox 360 and Xbox One consoles. It revolves around an interactive illusion created by the magnetic Dynamo, and is the last piece of “The Power of X” campaign puzzle, which launched at the end of 2014, and was designed to raise awareness of the new car between its debut at the Paris Motorshow in October 2014 and its official commercial launch date in the UK on the 24th of April. Once the car has been launched, the marketing and communication strategy will move the focus of the campaign towards the car's characteristics, but that's not going to be half as fun!
New Fiat 500X announcement: The Power Of X (#thepowerofX) with Dynamo & Fiat
Users can access the first of its kind interactive illusion through their consoles, with Dynamo speaking directly to them through the TV and asking them to select a series of options. The interactive experience culminates in the magician correctly guessing the final scenario featuring the 500X, and also incorporates features for the Kinect motion-sensor accessory. If you have access to an Xbox console, you can try out the unique illusion for yourself as long as you're connected to Xbox LIVE. The first stage of the campaign has been live across Xbox, Skype, MSN, Outlook.com and Windows 8 for the past three months, with a dedicated hub that's been inviting audiences to sign-up and receive new information on the product. Numerous teasers (many of which are included on this very page) have also been drip fed to users since late January, and various chapters of content and new experiences have been unlockable through engagement with the devices or via online platforms. It's been a great success thus far, with strong engagement, reaching an average of four minutes and 20 seconds dwell time hub, which is expected to increase with the latest illusion.
Dynamo Unleashing The Power of X, Part 1
Owen Sagness, general manager at Microsoft Advertising UK, says; “Microsoft’s commitment to utilising insights to help brands create opt-in experiences, in the right moment, on the right platform, rather than just simply buying advert is at the heart of this campaign with FIAT and Maxus. By creating a holistic picture of FIAT’s audience, our platforms offer consumers relevant content in the moments that matter. This interactive illusion is a first for Xbox and through creative sequencing, we have been able to reach consumers with a consecutive message, encouraging and continuing seamless engagement across devices.”
Dynamo Unleashing The Power of X, Part 2
Michelle Davis, digital communications manager at FIAT UK, comments; “The FIAT 500X launch is a crucial moment for the FIAT brand in 2015. For the first time, FIAT is entering the crossover vehicle segment, meaning that FIAT needs to introduce itself to a new audience, offering them experiences that are in line with their expectations. This latest phase brings another fantastic illusion from Dynamo which, like the car itself, is full of surprises. We know Microsoft’s breadth of cutting-edge platforms, and in particular Xbox highly with FIAT 500X audience of ‘stylish adventurers’ and the success of the campaign to date is already evident in the dwell time figures. We look forward to seeing what our audience think of the latest creative instalment.” Pierre Paoli from Maxus, said the campaign “Has always been about creating something unique,” and feels that “The blend of FIAT, Dynamo, and Microsoft as brand partners has created just that.” He adds that “The seamless cross-screen offering from Microsoft combined with Dynamo’s individuality and his fantastic illusion complements the essence of the new FIAT 500X perfectly.”
Dynamo Unleashing The Power of X, Part 3
I spent some time with the experience myself (I even dusted off my Xbox specifically for the occasion), and have to say that I was genuinely taken in by it. It's very rare indeed that you stumble upon something truly unique in the incestual world of advertising, but this is truly something I wasn't expecting. Anyone with access to an Xbox should do themselves a favour and check it out!
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK. He doesn't believe in magic, but he does believe in the power of illusion and a good show!
