Branded Entertainment: Philips Launches Teaser for “Parallel Lines”

Branded Entertainment: Philips Launches Teaser for “Parallel Lines”

Philips and DDB will release a series of five thematically-linked short films online in April, as a follow-up to its award-winning interactive film Carousel.

Paloma M. Vazquez
  • 3 march 2010

Philips and DDB will release a series of five thematically-linked short films online in April, as a follow-up to its award-winning interactive film Carousel.  The teaser trailer, Parallel Lines, launched on the Philips Cinema website and respective Facebook page on Friday, prior to the series’ April 8th official launch date.

Parallel Lines brings together the talents of five filmmakers from RSA (Ridley Scott Associates) to develop five short films in the genres of their choice, including drama, action, animation, science fiction and thriller.

While the campaign’s thematic hook is under wraps until the series’ launch, the  short films will again strive to capture the cinematic experience that Philips’ flatscreen Cinema 21:9 TV set allows a viewer to enjoy.  The shorts are expected to capture an eye-catching technical bent to showcase picture and sound quality.

What makes Philips’ upcoming launch noteworthy is that it marks the third consecutive year the brand makes long-form entertainment the centerpiece of a campaign. Gary Raucher, Philips’ vice-president and head of integrated marketing communications,  states:

“We never talk about specific sales result.  But I can say all of our campaigns have measurable objectives and those objectives are tracked. We were very happy with the impact of last year and we have high expectations for this year as well.”

Parallel Lines promises to, at the very least, serve as another compelling form of branded entertainment.  Ideally, the April 8th launch will also serve as a strong follow-up to the interactive – and engaging – experience of last year’s Carousel campaign, in which the online frozen-framed loop video also integrated additional content, and user controls, to ultimately offer visitors the feeling that they were practically IN the movie – an experience that the Cinema 21:9 promises to approximate.

[via ‘Boards Magazine]


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