Mobile Marketing Pushes Alien Versus Predator Film

Film studio Twentieth Century Fox is to team up with Mobile 365, formed from the recently merged Mobileway and InphoMatch, to create a wide-reaching wireless campaign for the company’s Alien Vs Predator film.

The deal will offer film fans exclusive wallpaper and ring tones for their mobile phones, themed on the autumn blockbuster. The exclusive images and tones will be sold to operators and third-party firms such as ringtone and logo providers, as well as being sent straight to the mobile phones of many film fans.

The mobile content can be obtained by texting ALIEN or PRED to short code 83200. The system registers fans’ texts as votes on which character, Alien or Predator, will win what is dubbed the ‘greatest battle on Earth’. Details of the promotion will be carried on all above-the-line advertising materials for the film, with each text message costing participants 25p.

Only those with colour mobile handsets will receive the branded wallpapers, and will be further targeted with promotions and chances to order more mobile content priced at £1.50.

Commenting on the promotion Russell Tarr, country manager for Mobile 365’s UK and Ireland operations, said: “We’re thrilled to be working with Fox on this blockbuster movie. Not only is this an entirely unique platform for combining innovative mobile promotions around the film, but also Fox will be able to build a huge mobile marketing database enabling them to market new films directly to users in the future.”

Helen Davis, senior marketing manager for Twentieth Century Fox, added: “Mobile 365’s unique global reach makes them an ideal partner for a blockbuster film release. The mobile marketing element is integral to this film’s UK release strategy.”

Recent figures from the Mobile Data Association show a continued rise in the popularity of text messaging in Britain. Despite a traditionally quiet period in August a total of 2.19 billion person to person text messages were sent across the UK’s four GSM networks during August, representing an increase of more than 29% on the same period the previous year (see No Summer Break For Text Messaging Growth).

Mobile 365: 0207 357 9044 www.mobile365.com

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