Sync My Lights: Sync My Lights

Campaign Summary

To enhance movie lovers’ viewing experience, Starmark’s in-house innovation team created Sync My Lights, a new smart home platform that synchronizes the lights in people’s homes with the movies they are watching.


Objective and Context:

Sync My Lights is the latest piece of innovation from the Starmark Innovation Lab team. The idea was born of the agency’s desire to build a community of movie lovers and bring them together through a new technology platform.

Target Audience:

The target audience was households that owned a Phillips Hue lighting system, and watched at least one movie per month.

Creative Strategy:

Using the app’s technology, users would be able to create lighting “recipes” for their favorite movies, which would then be shared on social media. To date, over 150 unique lighting recipes have been created using the agency’s mobile lighting recipe interface and shared with the community.


Overall Campaign Execution:

Sync My Lights launched in 2016 and grew from a closed beta test into a strong community of movie lovers. The agency used automation and community moderation tactics on Twitter and YouTube to drive organic growth, community engagement, and app downloads with zero paid media spend.

Mobile Execution:

Sync My Lights is a mobile app, and all efforts were executed via the mobile app store profile, the mobile landing page, and the agency’s social media channels.

Results (including context, evaluation, and market impact)

The results are works of art that have improved the at-home cinematic experience for 58,600 unique users. Over the course of six months, Sync My Lights has garnered a number of accolades, including the Philips Hue App of the Month Award in October 2016 and the 2017 Appy Award winner for Entertainment. Sync My Lights has spawned a rabid and active fan community. By popular demand, the next major iteration of the app will launch with an Android version and an even more intuitive recipe creator later this year.

Categories: | Industries: | Objectives: The Internet of Things — Products in the Market | Awards: Finalist