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Idea:
To accompany the cinema release of the horror thriller "28 WEEKS LATER", arvato mobile and Twentieth Century Fox are realizing an attention-grabbing viral marketing campaign. The centrepiece of the campaign is an IVR (interactive voice response) hotline connected with a viral SMS component.
Objective: - To spread information about the film "28 WEEKS LATER" quickly
- To attract viewers
- To give a playful account of the film's subject matter
Realization:
To promote the film, Twentieth Century Fox is putting its faith in a viral campaign featuring various POS activities in cinemas and pedestrian precincts. These involved, for example, plastering the gentlemen's toilets in the cinemas with attention-grabbing posters and mirror stickers. All of the ad media used display the free "infection hotline" number 0800-1 96 96 96, on which anyone interested can reach an automatic voice service. If, while using this service, the caller leaves his or her mobile number, a free SMS message will be sent urging him or her to have some friends protected from the virus as well. To do this, the participant need only send an SMS containing the letters VIRUS and the friends' mobile numbers to 85600 by speed dial (normal SMS costs, depending on provider). Then the friends will receive a short message with a reference to the free hotline. The viral spread of the "infection hotline" proceeds apace. Lots will be drawn from among all the participants for a private movie showing of "28 WEEKS LATER".
“With this unusual campaign we are reaching the very target group we are looking for: young cinema-goers with an affinity for technology“, says Katrin Förster, Trade Marketing Coordinator Twentieth Century Fox. "As a constant personal companion, the mobile phone is ideally suited to the viral effect and generates a high level of attention."
Information about the film:
The film "28 WEEKS LATER" picks up directly on the success of the cinema hit "28 DAYS LATER" from 2002. At that time, the "rage virus" that originated from an experimental laboratory caused panic-stricken fear among the population of London by spreading uncontrollably like wildfire. The current film is set half a year later when the virus, previously believed to have been eliminated, suddenly turns up again. The deadly illness flares up again – and an apocalyptic mood spreads.
This customer solutions consists of following arvato mobile products and services: Sweepstakes, Consulting, Fulfilment, Service Numbers
Promotion Campaign Twentieth Century Fox |
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