Sony Pictures Releases Interactive 360-degree Ad Campaign for Escape Room with OmniVirt

Sony Pictures launched an interactive 360° advertising campaign for its new film Escape Room, in collaboration with OmniVirt, a VR / AR ad platform, and Pretty Big Monster and Stradella Road, creative agencies. The film, which opened on January 4, broke through with thriller audiences across the country its opening weekend taking the #2 spot at the North American box office and bringing in a strong $18.238M.

To promote the release of the successful new film, Sony Pictures worked with OmniVirt to distribute 360° advertisements across relevant media sites to target movie audiences. The film studio is running 360° display banner ad units that click to a full interactive 360° Escape Room experience.

The 360° creative, produced by Pretty Big Monster in partnership with Stradella Road, features a set of interactive 360° themed escape rooms from the film itself that the audience can explore and “escape” from.

“Escape Room is a movie about a group of strangers who are trapped in elaborate rooms and have to solve deadly puzzles to escape. By creating an interactive 360° experience in our ads we were able to bring the immersive and intricate detail of each room to life into our marketing campaign,” said Rose Phillips, SVP of Digital Marketing for Sony Pictures Entertainment’s Motion Picture Group.

The 360° ad (significantly) outperformed the control creative.

A preview of the 360° ad unit

Additionally, partners Stradella Road and Pretty Big Monster created a microsite for Sony Pictures featuring the ad’s interactive 360° experience as part of a sweepstakes competition. Viewers who explore the 360° rooms can unlock the clues hidden in the content’s hotspots for a chance to win a trip to Los Angeles and a shot at $1,000,000.

Sony Pictures’ Interactive 360° Sweepstakes Competition

The ad campaign is yet another example of how pervasive and effective interactive 360° virtual reality marketing has been in the entertainment industry. Marketers have found that 360° VR content adds experiential storytelling to their arsenal of marketing tools, while also seeing performance uplifts.

“Using 360° interactives to market entertainment properties is a great opportunity for studios,” said Jason Steinberg, Managing Partner of Pretty Big Monster. “The experiences immerse audiences in the story, while being widely accessible in today’s market. It’s a fresh and unexpected way for consumers to encounter content, and the response metrics are proof of their engagement. The performance is simply outstanding.”

Escape Room is now playing in theaters nationwide.