|
Flytxt, the marketing services provider, today announced
its appointment by the home entertainment division of Universal
Pictures International to run the entertainment giant’s first
multi-country SMS campaign to promote the DVD and VHS release of action
thriller, The Bourne Supremacy. Flytxt is developing a global*
interactive wireless campaign and will also work towards building a
mobile database for future targeted marketing activity. The campaign,
which will run alongside and be supported by traditional marketing
media, is due to launch mid-November in Australia and will kick off in
the UK in January 2005.
The Bourne Supremacy, from director Paul Greengrass, is currently out in cinemas and has been very well received by the critics. It centres around the character Jason Bourne, played by Matt Damon, who’s framed for a botched CIA operation and is forced to take up his former life as a trained assassin to survive.
Flytxt, which has devised and managed commercially successful mobile campaigns for other big brands such as BSkyB and Orange, will communicate the essence of the film via a mobile game. Consumers will be invited to join a five day ‘Do you have what it takes to be Bourne?’ challenge, testing their abilities with a series of clues and questions sent to their mobiles on a daily basis. Incentivised by free mobile content and the chance to win film related prizes, players will send in their answers and be automatically entered into regional prize draws. The promotion will run for a period of two months in each participating country. Flytxt will work closely with local teams on the ground in each territory to successfully execute the campaign on a country by country basis.
The mobile campaign will be supported by online and offline media activity including outdoor, radio, TV, print, events, POS and rental trailering.
Julia Howe (VP Feature Film) of Universal Pictures International said: “We’re excited about the mobile campaign and how it will bring the film to life and build a connection between the consumer and the Jason Bourne character. We look forward to measuring the effectiveness of such a direct and personal channel.”
Carsten Boers, CEO and co-founder of Flytxt, added: “We’re well placed to execute this campaign successfully because of our experience in promoting movies via mobile. For us it’s testament to the power and impact that mobile is finally having on big brands such as Universal. For us the home entertainment arena is a very exciting one because brands are increasingly recognising how promotional activity via mobile is an effective way of boosting sales.“
- Ends -
Notes to Editors:
* - The campaign will run in Australia, UK, Germany, Italy, France, Mexico, Sweden, Netherlands, Belgium and Spain
About Flytxt
Flytxt, the marketing services provider, has become synonymous with quality and innovation within the mobile marketing and content industries.
Incorporated in 2000, Flytxt founded the phenomenon that has become “mobile marketing” today and has since also become the provider of choice within the mobile content sector. Flytxt’s clients are the leading brands from across the media, entertainment, FMCG, retail, leisure and mobile operator sectors. Its technology has delivered some of the most complex mobile programmes that the industry has known.
As a founder of the Mobile Marketing Association (MMA), Flytxt is dedicated to ‘permission-based communication’ and is sensitive to consumers’ privacy.
For further details please contact Paola dos Santos:
07968 593 037
This email address is being protected from spam bots, you need Javascript enabled to view it
About NBC UNIVERSAL
Universal Pictures International is a division of NBC Universal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates the No. 1 television network, the fastest-growing Spanish-language network, a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80%-owned by General Electric, with 20% controlled by Vivendi Universal.
© Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
