Technicolor, the colour film process company, have launched a new app for iPhone and iPad. MPC Digital, a wholly-owned subsidiary of Technicolor, commissioned UK-based mobile application agency AlwaysOnMessage (AoM) to create the app: an interactive and addictive game designed to put the Technicolor brand directly in front of the consumer.

The launch comes as part of Technicolor’s massive rebranding exercise, which was kick-started last year and has already included the launch of a new-look logo and seen the brand reaching out into new areas of business, including all manner of digital services. The move into mobile, therefore, seemed inevitable.

The gaming app, called ColorZing, takes the player through a series of strategic puzzles designed around the iconic colour’s of the brand’s new and old logos. Players have to think about speed, angles and accuracy if they are to progress through the levels: all of which have been created to leave users frustrated when they can’t overcome a particularly tricky puzzle, or elated when a level is completed.

This idea of enhancing these emotions was one of the main challenges of the app, which wanted to echo the work that Technicolor does to enhance the colour process in such celebrated films as Singin’ in the Rain, The Wizard of Oz and Fantasia.

Technicolor’s app comes as brands operating in an increasingly mobile world are being forced to move beyond passive relationships with consumers: through the implementation of ColorZing, Technicolor is able to strengthen these relationships and develop, grow and improve brand recognition.

 AoM used its mobile expertise to design a game that illustrates how mobile strategy can be translated to accomplish traditional marketing goals. In addition, the project also sought and received advice from some of the leading gaming experts from around the world.

The app can be downloaded from iTunes for free.