The company is running the mobile ad campaign within Pandora’s iPhone application. The studio has used mobile in the past to raise awareness for its films.

“The Bourne campaign is quite compelling since it links to a Web app, which is quick and easy to install,” said Simon Buckingham, CEO of Appitalism, New York.

Mr. Buckingham is not affiliated with Universal Pictures. He commented based on his expertise on the subject.

Universal Pictures did not respond by press time.

Highly entertaining
Universal is running expandable mobile ads that promote The Bourne Legacy film and encourage users to download the app.

When users tap on the mobile ad, they are redirected to a mobile landing page where they are encouraged to install the Web app to their phone and can add it to their home screen.

From there, consumers can learn more about the film, watch videos and browse the gallery.

Additionally, users can sign-up to receive alerts by entering their mobile phone number.

Universal has also added social media to its mobile advertising mix.

For example, users can “Like” the film’s Facebook page or follow its Twitter feed to stay up-to-date.

A campaign such as this is a great way to drive awareness for the new film, as well as bolster ticket sales.

By adding social media and SMS into the mix, Universal is making sure it is providing users with options and giving them choices with how they want to connect with the company.

Heating up
Universal Pictures has been heating up the mobile space over the past few weeks.

The company is continually turning to the channel as a way to promote its new releases.

Last month, the studio promoted its film, “Snow White and the Huntsman,” via a mobile advertising campaign that incorporated social media such as Facebook, Twitter and Pinterest (see story).

Most recently, Universal Pictures used mobile advertising to help promote its “Savages” film and get movie-goers amped up about it (see story).

“For the new Universal campaign, there are a few too many options and a little too much information for a mobile campaign with the five tabs across the top and the options at the side and bottom of the ad unit,” Mr. Buckingham said.

Final Take