“Eagle Eye” Finds Mobile Marketing
Posted by michael on Sep 26, 2008 in Mobile Marketing
Hollywood has turned an “eye” toward mobile marketing once again.
Paramount Pictures Corporation is shacking up with Millennial Media, Inc. to design and launch a “revolutionary, innovative mobile advertising and promotional campaign” for the much-hyped upcoming film release of DreamWorks Pictures’ “Eagle Eye,” a DreamWorks/Paramount distribution release.
The “Eagle Eye Mobile Challenge,” a contest that began September 8 and continues through September 28, is by far Paramount’s most extensive mobile marketing initiative so far, and, according to reports, “the largest ever for a fall theatrical release.”
The thriller, executive-produced by Steven Spielberg, opens in wide release today, Friday September 26, 2008, and stars critically-acclaimed actors Shia LaBeouf, Michelle Monaghan, Rosario Dawson, Michael Chiklis, Anthony Mackie, and Billy Bob Thornton.
Designed by Millennial Media, the “Eagle Eye Mobile Challenge” aims to “build additional buzz about, and boost overall awareness of, the film and its stars, while simultaneously engaging consumers in a rich, compelling experience that closely mimics concepts from the film.” The campaign is hoping to propel the user into an intense, fast-paced and multi-faceted interactive experience similar to the plot that unfolds in the film, and features scenes cleverly embedded in mobile banner ads across the mobile Web.
Naturally (I’m sure you were waiting for this part), the challenge also features a sweepstakes entry, text message updates and personal user interaction via interactive voice response (IVR) and short message service (SMS) capabilities.
Get an “eagle eye” view of the excitement at http://ee.mydas.mobi
LeilR | Sep 26, 2008 | Reply
This is another great indicator that mobile marketing is fast becoming the preferred marketing tool for promotions and information dissemination campaigns.
Mary Beth McCabe | Oct 17, 2008 | Reply
Were there any Latino elements to this campaign? Are you aware of any successes in the mobile media category, targeting Hispanics?
Kolorowanki | Jun 28, 2009 | Reply
I think the market is still too flat for that kind of mobile marketing. However for some CEO’s it looks like good idea to try a bit promotion, and make some buzz about it.
For me its just a blind guess – it doesn’t work, good for geeks.
Regards,
matt
Gify | Jul 3, 2009 | Reply
Maybe a bit old post, but still very accurate I think. Marketing is changes fast especially mobile markeing regarding to some niches. Cheers and keep up good posts!
Janet
zyczenia urodzinowe | Oct 29, 2009 | Reply
Is this Eagle Eye Mobile Challenge contest organized in this year?