Sony Pictures Releasing UK briefed us to create an idea that would entice and engage the YouTube generation. Market research suggested, this younger audience regarded James Bond as old fashioned and 'someone their parents liked to watch’. So we had to find a way to get their attention, and with an idea that even the new and younger Q would get excited about.
Using new double screen technology, we were able to create an in-banner driving game that played out on YouTube's homepage and was controlled externally by a smartphone.
In under a week after its release, the placement attracted a massive 16,569,045 hits and an unprecedented 15.98% rate of interaction.