Martell launches major digital campaign in China

Martell’s campaign is centred on the interactive movie Style Experience that lets viewers decide what will happen to film’s protagonist.

According to a spokeswoman from Nurun China, the digital agency responsible for the film, the campaign took eight months to develop and includes 14 alternative endings, more than three hours of footage and was made with nearly 100 cast and crew members.

A source close to the brand said Martell's decision to launch its campaign online exhibits its interest in bolstering its digital marketing focus. The campaign is also seen as an experiment as it is the first interactive online movie of its scale to be launched in the market.

"We consider digital as a complement to off-line," said Pierre Berard, brand director of Pernod Ricard China. "Our consumers are spending more and more time of internet and digital is accompanying them more closely into their daily life. For Martell Noblige, it gives us the opportunity to engage them further into the brand especially through this interactive experience."

For its launch, Martell will also use Chinese bloggers to generate buzz for the campaign and has launched a trailer for the film on YouTube. Among the actors in the film is Shu Zhong Zi, who was selected for the role by Chinese netizens following a casting call on online video site Tudou.com