The mobile content will include a trailer for Divergent as well as a calendar function that will allow consumers to opt-in to be reminded to purchase tickets on the opening day of the film. The campaign is a reflection of the significant role that location plays for Lionsgate in promoting new films.

“Studios have already identified mall shoppers as a target demographic as seen by their use of both static and digital out-of-home advertising in the malls included in their marketing mix,” said Michael Trepeta, co-CEO of Mobiquity Networks, New York.

“Outside studies have shown that mall shoppers may be up to five times more likely to go to the movies than the average person and that someone who views a trailer may be up to three times more likely to see that movie,” he said. “An opt-in digital/mobile campaign is a logical progression past the traditional activations.”

Lionsgate is working with Mobiquity on the campaign.

Mall messaging
Lionsgate will leverage malls’ Bluetooth and Wi-Fi capabilities to push messages to shoppers.

Consumers will be able to watch a made-for-mobile Divergent trailer as well as set up an automatic calendar reminder. They will also be reminded to purchase tickets when the movie opens in theaters.

The campaign leverages Mobiquity’s interactive zones in malls such as near entrances, anchor stores and escalators.

According to Mr. Trepeta, Mobiquity leveraged Bluetooth and Wi-Fi for this Lionsgate campaign because they are the most ubiquitous technologies out there.

“Bluetooth and Wi-Fi are two prevalent technologies that are found in almost every phone on the market today,” he said. “This gives the ability to engage with these devices, both smartphone and feature phone, without requiring an app.”

Mobile movies
Lionsgate has long been promoting its movies via mobile to reach a prime audience while they are on-the-go and receptive to messaging.

For instance, it ran full-page mobile ads within Moviefone’s iPhone application to promote “The Hunger Games” film in 2012 (see story).

Lionsgate was even delivering mobile content back in 2009 for owners of the “Crank 2: High Voltage” Blu-Ray disc, letting them access ringtones and mobile wallpapers related to the film (see story).

In 2010, Lionsgate tried out 2D bar codes to promote its new movie “For Colored Girls” via an integrated mobile marketing campaign that helped connect consumers with the characters in the film (see story).

Lionsgate is clearly invested in mobile to get the most of the medium and engage with consumers in new ways.

“Mobile has certainly become important to most brands in general,” Mr. Trepeta said.

“Clients realize that the mobile phone is arguably the most personal and relevant device carried today and people expect a quality campaign that they have the ability to engage with if they choose to, not a campaign that is forced on them while they are trying to use their phone for another activity,” he said.

“Location-based mobile marketing with the delivery of unique content on an opt-in basis becomes another touchpoint in an integrated marketing campaign across all forms of relevant media.  It is disruptive, memorable and influential.”

Final Take
Rebecca Borison is editorial assistant on Mobile Commerce Daily, New York