For the release of The Smurfs 2 in June 2013, we’ve created a bespoke app that is slightly different from your usual film promotion – a sing-along competition!
The app we created allowed users to first practice the lyrics and melody of the movie’s title song “I’m too Smurfy” by Right Said Fred, and then record themselves singing and dancing along to the tune.
Once the recorded videos were uploaded to the app, they were available for all users to watch and enjoy. All submitted videos had the chance to be included in the song’s official music video. On top of that, each week, the most watched video won a prize, and in the end, UK radio station Magic FM chose the winner of the competition, who was awarded a cash prize.
See our friend Pedro in sing-along action here:
Since all submitted videos could be linked to individually, Sony also used selected videos in Facebook status updates like this:
to promote the contestants’ smurfy shenanigans, drive users to the app and encourage them to give it a try themselves.