Mumbai: Paramount Pictures Corporation has teamed with Millennial Media to design and launch a mobile advertising and promotional campaign surrounding the theatrical release of DreamWorks Pictures’ film Eagle Eye, which is a DreamWorks/Paramount distribution release.
The ‘Eagle Eye Mobile Challenge’, which began on 8 September and continues through 28 September, represents Paramount’s most extensive mobile marketing initiative to date, and the largest ever for a fall theatrical release.
The suspense thriller, directed by D.J. Caruso, and executive-produced by Steven Spielberg, opens in wide release on 26 September and stars critically-acclaimed actors Shia LaBeouf, Michelle Monaghan, Rosario Dawson, Michael Chiklis, Anthony Mackie, and Billy Bob Thornton.
"This groundbreaking campaign is an excellent example of how advertisers can creatively use today’s mobile technologies to connect their content to consumers," said Paramount Pictures manager of national advertising Michael Rosenberg. "By devising and introducing a comprehensive mobile promotional campaign that is innovative, compelling and entertaining, we are delivering a highly distinctive theatrical marketing vehicle which brings the Eagle Eye film experience to it’s consumers in a new and exciting way."
"With box office competition and film budgets at all-time highs, studios and their agencies have realized that they must elevate their marketing and promotional efforts to higher levels to reach and engage users, and more importantly, to see a strong ROI," said Millennial Media president and CEO Paul Palmieri. "The ‘Eagle Eye Mobile Challenge’ does exactly that. The campaign actively harnesses the power of mobile devices and cutting-edge technologies to engage movie lovers in a unique, never-before-seen fashion. Moreover, the program readily embraces a multitude of creative and groundbreaking technological elements that result in an exciting and highly-personal means of experiencing one of the hottest films of the year."
For the launch of the initiative, Millennial Media worked hand-in-hand with Paramount executives to develop a series of distinctive mobile banners that appear across the company’s premium mobile advertising network, the largest in the U.S. with over three billion global monthly impressions across more than 1,800 quality sites.
After consumers click on the banners, they are taken to a mobile landing page for Eagle Eye where they can opt in to begin the experience, and immediately enter a sweepstakes for a chance to win a $1,000 gift card from Circuit City. As part of this process, they receive a mysterious call on their mobile device that mirrors the strange phone calls received by the protagonists of the film. The eerie voice, in combination with subsequent SMS messages, directs consumers through the entire mobile interactive experience, and allows them to interact with their friends at the same time. Opted-in users then receive one final call, to occur the day of the film’s release, encouraging them to continue the Eagle Eye experience by seeing the films in theatre from 26 September.