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DreamWorks Animation bolsters film promotion through mobile video

By
November 15, 2012

DreamWorks Animation is enlisting mobile video to help build awareness and ultimately ticket sales for the upcoming film,“Rise of the Guardians.”

DreamWorks Animation is running in-stream mobile video ads in both the Hulu and Vevo iPhone applications. In addition to advertising, the film studio is also using mobile applications and Web to target consumers.

“There is no better way to promote new movies than by sharing upcoming movie trailers with audiences,” said Cezar Kolodziej, CEO/president of Iris Mobile, Chicago.

“To make promotions even better, movie trailers should be delivered anytime, anywhere, on the go with a right call-to-action to purchase tickets with a single click,” he said. “Mobile phones are the perfect medium to meet expectations of consumers and ROI goals of movie studios.”

Mr. Kolodziej is not affiliated with DreamWorks Animation. He commented based on his expertise on the subject.

DreamWorks Animation did not respond to press inquiries.

Stream on mobile
The mobile video ads feature a short trailer from the upcoming film.

When users tap to learn more, they are directed to the film’s mobile site -http://www.riseoftheguardians.com/mobile/.

From there, consumers can learn more about the characters and movie’s plot.

Additionally, consumers can download mobile apps that DreamWorks Animation has developed for the film that are available for iPhone and Android devices.

Finally, the mobile site includes a memory game that consumers can play to match up pictures of the characters.

Unlike many film studios using mobile advertising to drive awareness of upcoming movies, DreamWorks Animation is taking a slightly different approach instead of pushing pre-sale tickets.

Although the mobile site could benefit from a link that let users buy tickets, the overall goal here is to build up brand awareness in the week leading up the film’s release.


The mobile site includes a mobile game

Movie magic
Nowadays, all the major film studios use mobile as part of its marketing mix.

For example, Universal Pictures recently ran mobile banner ads for the film “The Man with the Iron Fists” that let users buy tickets through Fandango and learn more about the movie (see story).

Consumers are increasingly using their mobile devices to research and buy items, both small and large. By incorporating the medium, DreamWorks Animation is proving that it understands that consumers are on smaller screens.

In this case, in-stream video ads are effective for DreamWorks Animation because consumers do not have a choice but to watch the ads before their app content loads. It takes over the entire screen and keeps the company top-of-mind.

“The more flexibility and options we give to consumers the more engaging and loyal movie enthusiasts they become,” Mr. Kolodziej said.

“Playing movie trailers and viewing available movies that are playing at local theaters is in my opinion a must to increase ticket sales and mobile phones are perfect for that,” he said. “If we add an option to purchase tickets with a single click and being able to share it with our family and friends via social or mobile messaging, movie studios can address all needs of their viewers using a concise and very effective mobile strategy.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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