Sex Toy Maker Releases Interactive #BeyondTheWave Movie Trailer That Must Be Watched Together
In an epic content marketing effort, the company is developing a film to be released this summer and has shared a unique trailer for joint mobile viewing.
Dovetailing nicely with everyone’s current 50 Shades of Grey obsession, sex toy maker Lelo is out with a trailer for a movie of its own called Beyond the Wave featuring Casper Van Diem. Yea, that guy from Starship Troopers.
According to the movie’s description, Beyond the Wave follows one man’s journey in a post-apocalyptic world where men and women choose to live apart, But a chance meeting sparks a journey that shows Van Diem the importance of understanding another’s perspective.
Though Lelo calls it a “mainstream” movie, it’s not clear how it will be distributed when it’s released this summer. To answer the obvious question, the company says none of its products will be featured in the movie, though it explains that the movie’s name was inspired by the brand’s Ina Wave device, launched in late 2014.
While it’s a love story, the company says its deeper purpose is to remind us how to keep relationships alive in today’s increasingly individualistic and divided world. In other words, sex toys might be great, but a real human relationship is still important.
For a closer look, here’s the movie’s regular, non-interactive movie trailer which has amassed over one million views since release February 10:
To further promote the film, which is slated for release this summer, Lelo has unveiled an interactive trailer that must be watched together. The interactive experience, entitled PlayTogether, isn’t an app and doesn’t require a download. All that’s needed are two smartphones and a provided code that one person shares with another.
Here’s how it works. From the movie’s website, click Play Together:
Then, one must share the regular trailer to Facebook or Twitter (hey, this is marketing, after all) to gain access to the interactive trailer:
You are then instructed how to make the interactive experience begin with a friend:
Here’s how it plays out on the mobile device’s browser. First, you either start the journey or join the one your partner already began:
If you click “Start A Journey,” you will see the following screen, which gives your friend the information needed to access the interactive trailer:
The invited person enters the code in his or her mobile browser:
And the bliss begins:
The experience, of course, is designed to help a couple appreciate the other’s perspective on things and to bring them closer together. Of the effort, Lelo Head of Marketing Steve Thomson said:
“Our goal with Beyond the Wave is to encourage couples to connect both with the story, and through the act of watching, the movie itself.
That’s also the thinking behind PlayTogether. It’s meant as a fun way for people to get a sneak peak at the movie. It brings couples closer together and encourages them not merely to sit in the same room but to engage with each other’s point-of-view and to spark a unique interaction.”
Lelo is promoting the film and the interactive trailer on Twitter and Facebook with outtakes and behind-the-scenes clips:
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