What if we could freeze the whole world for a second and experience what people around the globe are up to at this very moment? To promote luxury brand Montblanc as a high-quality manufacturer of outstanding chronographs, we developed a global mobile app project: The Montblanc Worldsecond. It was inspired by the core function of a chronograph, namely to stop time. We came up with the idea to create a mobile photo app which enables all participants around the world to shoot a photo at exactly the same instant.

Launch the campaign
Published
August 2013
Topics

The Story

What if we could freeze the whole world for a second and experience what people around the globe are up to at this very moment? To promote luxury brand Montblanc as a high-quality manufacturer of outstanding chronographs, we developed a global mobile app project: The Montblanc Worldsecond. It was inspired by the core function of a chronograph, namely to stop time. We came up with the idea to create a mobile photo app which enables all participants around the world to shoot a photo at exactly the same instant.

We wanted to achieve the same excellence of measuring time as Montblanc achieves with their products. Our aim was to have millisecond correct timings for each Worldsecond. As we couldn't guarantee that device times were accurate and also had to take into account time zone differences, all apps synced their local time with a time server based on the atomic clock. The app adjusted the retrieved time based on the network latency it took to actually get the time and updated the countdown in intervals to make sure the time was still precise, resulting in a millisecond accurate countdown timer.

The Technology

The Results

Thanks to thousands of participants from more than 80 countries, we were able to create a unique photo-by-photo journey around the world, making the Worldsecond a big social media success. In less than two months, the campaign created a 66% increase of Montblanc Facebook Fans and a 74% increase in Twitter followers. But most importantly, we achieved on thing. People throughout the world - regardless of time zones and cultural differences - engaged in a truly unique global experience.

60

worldseconds

81

nationalities

15

team members working on this project

Launch Date 1 November 2012