Microsoft Tag and Universal Pictures have announced a new campaign to promote “Bridesmaids,” the new comedy from producer Judd Apatow (“Knocked Up,” “Superbad”) and director Paul Feig (“Freaks and Geeks”).
For mobile marketing, Universal, through the Tag campaign, will enable smartphone users to interact with full-page ads that will run in several magazines, including Cosmopolitan, InStyle, People StyleWatch and Us Weekly.
With a view to promote movies using mobile technology, Paramount Digital Entertainment decided to release ten enhanced movie apps of Paramount Pictures’ films exclusively for Windows Phone 7. (Read: Paramount Offers Movies for Windows Phone 7)
And in anticipation of the U.S. release of the 3D action-comedy The Green Hornet on Jan. 14, Sony Pictures had launched The Green Hornet On-The-Go campaign. It enabled moviegoers to interact with 3D content and games via their mobile devices. (Read: Now Get 3D Green Hornet on Your Mobile)
Moreover, Scene It? Harry Potter takes players on a spellbinding journey with real movie clips, puzzles and questions from the first six films from the blockbuster Harry Potter franchise. (Read: Harry Potter Decides to Go Mobile – Scene It?)
When the Tags are scanned by the free Tag Reader app, users will be able to watch the “Bridesmaids” trailer and access additional movie information and content.[ Also Read: Justin Bieber Live Movie Premiere on Livestream ]
With this campaign, according to Microsoft, Universal becomes the first major film studio to use Tag technology to promote a first-run, nationally released movie.
In “Bridesmaids,” Kristen Wiig leads the cast as Annie, a maid of honor whose life unravels as she leads her best friend, Lillian (Maya Rudolph), and a group of colorful bridesmaids (Rose Byrne, Melissa McCarthy, Wendi McLendon-Covey and Ellie Kemper) on a wild ride down the road to matrimony.
“We’re excited to use Microsoft Tag and this new form of mobile tagging technology to reach our audience,” said Doug Neil, senior vice president of digital marketing for Universal Pictures. “We look forward to incorporating Tag to extend our marketing for ‘Bridesmaids.'”[ Also Read: Why Marketers are Chasing the Mobile Mirage ]
According to Microsoft, Tag has already seen traction in print materials as a way to link consumers to information, entertainment and interactive experiences on mobile phones.
With Tag, Universal Pictures will engage the audience for “Bridesmaids” by offering a scalable, branded mobile experience that goes beyond the printed page to generate interest and excitement around the comedy, which will be released in theaters on May 13.
The Tag dashboard enables mobile tagging functionality, including the ability for studios and marketers to scale or change the user’s mobile experience with behind-the-scenes movie footage, interviews with the talent and director, fun contests, trivia, and more.
“We’re excited that Universal Pictures is using Tag to reach its target audience and promote ‘Bridesmaids,'” said Bill McQuain, director of Tag product management at Microsoft Corp.
“Microsoft Tag engages users when and where they’re most interested, and we’re thrilled with the way Universal Pictures chose to implement our technology to offer a richer, interactive brand experience for moviegoers.”
Microsoft made the announcement Tuesday, Feb. 8.
Photo courtesy: Microsoft