SnapTag

Objective:
Create anticipation for the release of Inception on DVD and BluRay by creating interactive experiences.

Where:
Print, in-store, Facebook, retail circulars, website, TV spot and in-stadium. 

Call to Action:
Snap the SnapTag to unlock the dream. 

Marketer Value:
Increase anticipation for the release of Inception on DVD and Blu-Ray and energize sales. 

Consumer Value:
Access to unseen footage and extras of the film including the director's commentary.  

How it Worked:
Inception leveraged five different responses to corresped to the five different dream levels.  Consumers activated the SnapTag and as the release date drew closer and closer, Inception released the next dream level response, all building up to the “final kick”. Consumers recieved video extras, commentaries, bonus features and ringtones.