Mystery Movie Night
- Brand
- Philips
- Year
- 2015
- Objective
- Awareness
- Industry
- Tech & Telecom
- Mechanic
- Quiz & Trivia
- Platform
- Web
Objective
Philips wanted audiences to grasp the standout feature of its Ambilight TVs — light that mirrors on-screen colour in real time — without simply being told about it. So the campaign turned the claim into a test: if a film can be recognised purely from its shifting glow, Ambilight is tracking the picture as closely as promised.
Solution
At one of three live movie nights, the audience faced a screen showing nothing but the Ambilight glow thrown off by a film playing behind it — no picture, no sound, just colour shifting in time with the story. Whoever named the movie first won a Philips Ambilight television. Anyone who missed a screening could take the same test online at philips.com/mysterymovienight, a full-screen video quiz that played clips of pure Ambilight colour and asked visitors to guess the film behind each one, seeing just how sharp their eye for colour turned out to be.
- 1
Players arrive at a full-screen campaign site through a promotional link (philips.com/mysterymovienight).
- 2
The site offers two ways to play: follow a live cinema screening and guess the film in real time, or jump straight into an online quiz to test color perception against film clips.
- 3
In the live mode, players watch only the Ambilight color glow cast by a film screening at one of three simultaneous cinema events and race to name the film from its colors alone.
- 4
Correctly identifying the film in the live event wins the player a new Philips Ambilight television.
- 5
In the online quiz, players are shown the Ambilight color pattern generated by a scene instead of the scene itself and test whether they can recognize the film purely from its color signature.
