English Entertainment
Tonic Media takes digital experience to a new level with ‘Skyfall’ on Sony Pix
MUMBAI: The landscape of digital marketing in India is changing at a rapid pace. Smart marketers are on top of this dynamic trend, as they mirror their strategies to consumer behavior.
Sony Pix is one such example, creating a unique, engaging digital experience for their audience every time. Its latest campaign for the Skyfall’s television premiere on 27 October used innovative technologies to glue their audience.
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Devised by Tonic Media, its digital agency, the campaign aimed to bring about the biggest Skyfall Bond experience ever! Through this campaign, the user was given a taste of Bond’s secret missions. It was an opportunity for them to become a special agent under MI6, and win a trip to Bond in Motion London. Similar to the plot of Skyfall, the crux of these missions were to save people the users were close to (from their Facebook accounts).
Using integrated communication not just limited to social media, the users were led to the Skyfall game on the Sony Pix Facebook tab, where they were tested through a series of skill drills required to be a secret agent.
Apart from testing their focus and control skill in the first level of the bomb diffusion game, the most unique proposition was that, the users could convert their mobile phones into a remote control gun and directly play interacting with their desktops/PC’s.
The gaming experience was extended to innovative rich media banners on leading platforms like Yahoo India, MSN India and Times of India’s digital platform. Users coming to these platforms were given an experience of converting their mobile phone into a remote control gun and directly shooting in the Banner eliminating the villians.
And, the last phase of the secret mission was to enter secret codes flashed during the television premiere/telecast of Skyfall on Pix. This ensured sustained interest till the day of the premiere driving viewership on the grand finale day. Appointment viewing on television was taken to the next level.
On the digital campaign Tonic Media CEO Chetan Asher said: “The objective was to use digital experiential marketing and create excitement and buzz for Skyfall on Pix leading to viewership. Using innovative properties, we successfully used digital to bring alive the experience across all digital platforms.”
English Entertainment
Warner Bros. Discovery shareholders approve Paramount deal
Investors wave through a $111 billion megamerger but deliver a stinging, if toothless, rebuke over half-a-billion-dollar goodbye packages
NEW YORK: The shareholders said yes to the deal. They said no to the cheque. At a virtual special meeting on Thursday that lasted barely ten minutes, Warner Bros. Discovery investors voted overwhelmingly to approve Paramount Skydance’s $111 billion acquisition of the company — and then turned around and voted against the lavish exit pay packages lined up for chief executive David Zaslav and his fellow outgoing executives.
Not that it will make much difference. The compensation vote is purely advisory and non-binding. The Warner Bros. Discovery board can, and almost certainly will, pay out as planned.
But the symbolism stings. It is the second consecutive year that WBD shareholders have voted against the executive compensation packages, and this time they had good reason. Zaslav’s exit deal is, by any measure, extraordinary. Under the terms filed with the Securities and Exchange Commission, he is set to receive $34.2 million in cash severance, $517.2 million in equity in the combined company, and $44,195 in continued health coverage — a total of at least $550 million. On top of that, Warner Bros. Discovery has agreed to reimburse Zaslav up to $335 million for taxes assessed by the Internal Revenue Service on his accelerated stock vesting, though the company says that figure will decline depending on when the deal closes. As of March 11, Zaslav also held $115.85 million in vested WBD stock awards — and last month sold a further $114 million worth of WBD shares.
Shareholder advisory firm ISS recommended voting against the compensation measure, citing “problematic” tax reimbursements to Zaslav and the full vesting of his stock awards.
Zaslav will be bound by a two-year non-competition covenant and a two-year non-solicitation of customers and employees after the deal closes.
His lieutenants are not walking away empty-handed either. J.B. Perrette, chief executive and president of global streaming and games, is in line for $142 million, comprising $18.2 million in cash severance and $123.9 million in equity. Bruce Campbell, chief revenue and strategy officer, will receive an estimated $121.5 million, including $18.8 million in severance and $102.7 million in equity. Chief financial officer Gunnar Wiedenfels is set for $120 million, made up of $6.6 million in cash severance and $113.1 million in equity. Gerhard Zeiler, president of international, will get $82.6 million, including $11.9 million in severance and $70.7 million in equity.
The deal itself, clinched in February after Netflix declined to raise its bid for Warner Bros., still needs regulatory clearance from the Justice Department and European authorities. Several state attorneys general are also weighing legal action to block it.
Senator Elizabeth Warren, Democrat of Massachusetts, was unsparing. “The Paramount-Warner Bros. merger isn’t a done deal,” she said after the shareholder vote. “State attorneys general across the country are stepping up to stop this antitrust disaster. We need to keep up this fight.”
If it does go through, the combined entity would be a formidable beast, bringing together Paramount Skydance’s stable — CBS, CBS News, Paramount Pictures, Paramount+, BET, MTV and Nickelodeon — with WBD’s portfolio of HBO, Max, Warner Bros. film and TV studios, DC, CNN, TBS, TNT, HGTV and Discovery+. Paramount has said it expects $6 billion in cost savings from the merger, which is Wall Street shorthand for mass layoffs on a significant scale.
The ten-minute meeting was presided over by chairman Samuel Di Piazza Jr., with Zaslav, Campbell, Wiedenfels and chief communications officer Robert Gibbs in virtual attendance. Di Piazza was bullish. “We appreciate the support and confidence our stockholders have placed in us to unlock the full value of our world-class entertainment portfolio,” he said. “With Paramount, we look forward to creating an exceptional combined company that will expand consumer choice and benefit the global creative talent community.”
Zaslav echoed the sentiment. “Over the past four years, our teams have transformed Warner Bros. Discovery and returned the company to industry leadership,” he said. “Today’s stockholder approval is another key milestone toward completing this historic transaction that will deliver exceptional value to our stockholders.”
Paramount Skydance struck a similar note. “Shareholder approval marks another important milestone towards completing our acquisition of Warner Bros. Discovery,” it said in a statement, adding that it looked forward to “closing the transaction in the coming months.”
The shareholders have spoken on the merger. On the pay, they were ignored before the vote was even counted.
