10/22/2012 (press release: DPRi) // Helen Reid
Telmap has continued the launch campaign for its next generation mobile navigation app M8, your local mate, with the release of an espionage themed video filmed on location in London.
Underpinned by a ‘real life navigation’ ethos designed to engage consumers and showcase the application’s capabilities for Android and iOS smart phones, the film celebrates the beginning of a new consumer focused era for Telmap following the unveiling of the M8, your local mate brand. Based on its official London launch event earlier this month, the video represents a key element of a campaign designed to maximise the impact and legacy of the app’s debut in the UK.
Forming an all-star cast, a guest list of some of the UK’s top new media journalists, bloggers and social media influencers were invited to an immersive experience played out across some of the British Capital’s most iconic venues including the Hoxton Street area and Shoreditch Town Hall. Focusing on an art theft, the location-based spectacular – complete with stretch limousines, secret agents, an armed robbery and a wedding – incorporated a host of hard-to-find bars and insider venues at the heart of London’s urban culture to communicate the intrinsic value and breadth of local content that M8 hosts, all in one app.
The experience was captured in a contemporary video in the style of popular productions such as TV series’ 24, The Wire and Spooks.
Filmed throughout, the action centred upon a bravura theatrical performance by a troupe of professional actors, capturing a blend of scripted action and fast-thinking improvisation that saw the invited audience drawn into – and participating in – an evening of surprises designed to demonstrate the advanced navigation capabilities and power of the M8 application.
“We’re thrilled with the video. We wanted to do something really special for the launch of M8, and by creating excitement from the moment the guests first received their invite, our plan was to orchestrate an unforgettable and entertaining experience for guests that translated well into the video medium. The launch video truly captures the essence of the brand and showcases the exciting features we’ve integrated into the app,” said Tsipi Joseph, Director of Marketing at Telmap.
Having taken 12 days to produce from concept to finished event, the film enjoyed a particularly fast turn-around for a project of this scale. The viral video itself is 90 seconds long, with the actual live show having lasted 3 hours in front of an invited audience. The event and online video is expected to attract new consumers to Telmap’s M8 brand and encourage fans to connect further with the company on a number of levels, prompting users to seek further information around the app’s UK launch.
Released early this month, M8, Your Local Mate blends next generation navigation technology with traffic news services, the expertise of trusted travel guides, the local know-how of peer review services and the power of social media. M8 was built to create the ultimate mobile companion, revolutionising weekend and city break travel, putting an end to badly planned car trips and enhancing modern day community living.
The video can be viewed on YouTube at http://www.youtube.com/watch?v=mkyJT1dTY48 or via Facebook at http://www.facebook.com/M8YourLocalMateUK?fref=ts
M8, your local mate in the UK is available for download from the Apple App Store https://itunes.apple.com/gb/app/m8-free-uk-live-sat-nav/id560262526?mt=8 , and Google Play at https://play.google.com/store/apps/details?id=com.telmap.navigator.ukd2c&feature=search_result#?t=W251bGwsMSwxLDEsImNvbS50ZWxtYXAubmF2aWdhdG9yLnVrZDJjIl0
Social Media Tags:M8, Telmap, Navigation, maps, app, video
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