VML Qais helps fans ‘timejump’ on Facebook

Digital agency VML Qais has achieved highest ever engagement for Sony Pictures Singapore by gamifying Facebook’s new timeline feature, sending fans ‘timejumping’ like their favourite characters in Men In Black 3.

The aim was to gamify Facebook’s timeline feature, exploiting it in a fun and entertaining way so that users could better engage and interact with the content. The campaign gave customers an incentive to delve into the Sony Pictures Singapore timeline and experience much more content.

The campaign started with call to action ‘The Men In Black Want You’ on the Sony Pictures Singapore Facebook page featuring the iconic still image of the movie’s three main stars. Clicking Like gave fans access to a hunt for clues across time, mirroring the movie’s storyline in which J ‘timejumps’ back to meet partner K in his younger years. By manipulating the page’s Facebook timeline, fans embarked on Missions like #1 ‘Locate Jeffrey the worm’. The first instruction: “You must TIME JUMP to 1 July 1997 for the first clue. Go!” led fans on a hunt through the site’s timeline, culminating in the location of the alien and a surprise for the most engaged fans. Five such missions were set during a two-week period.