New 'Whodunnit' Multimedia Campaign Launched By Peugeot
Car manufacturer Peugeot is promoting the launch of its special edition Envy range by running a multimedia campaign called Whodunnit, aimed at increasing customer engagement though branded content and social media.
The cross-platform will include TV, press, radio and social media. It invites the public to solve a crime shown on TV from clues placed across media, with Facebook as the central participation hub.
Manager of Brand Advertising and Retail Communications at Peugeot, Oliver Griffin, has said that a scalable audience on Facebook could also be used to hold other media accountable through brand sentiment and an increased number of followers.
This is the first time Peugeot has used a multi-platform campaign to encourage interaction, extend the life of the campaign and make other media "work harder".
Mr Griffin added: "The concept of a cross-platform game is a great way of getting people to engage with and dwell in and among the brand a bit longer. With a reasonable Facebook following you can add extra dimensions that take any campaign well beyond TV."