To target young kiwi males for the upcoming release of Kiwi film The Dead Lands, Mobile Embrace has created a mobile game that features the protagonist Hongi, played in the film by actor James Rolleston, travelling along a green landscape.
The team at Mobile Embrace kept things simple in the sense that players simply need to swipe the character to the left or right across the screen to avoid enemy warriors and collect weapons along the way (click here to access the game with a smartphone).
"It was a collaborative effort between Trigger Marketing and us," says Cindy Leong, a spokesperson at Mobile Embrace. "We initially pitched three ideas, and the team at Trigger liked this one best, because it is based on the film's story."
Leong says that mobile approach was used because Trigger Marketing wanted to target young males by drawing attention to the adventures and battles that take place in the film.
“Mobile is one of the most personal and engaging mediums," she says. "Research by our technology partner Opera Media Works for instance, reveals mobile ad content worldwide generated more than 64 billion monthly ad impressions in quarter two 2014, and reached more than 500 million global consumers1. This campaign demonstrates how brands can connect with their target audience in a captivating and exciting way beyond the banner and on a device that they use the most.”
The game can be accessed via a series of banner ads that have been placed on a range of websites, including including Rotten Tomatoes, Perform Group, Sportsmate, and The New Zealand Herald.
"By creating something engaging and fun, the mobile game offers audiences an entertaining ad format that is highly impactful and ignites user interest to see the film," says Leong.
The game also has a social element, in that users can share their results via Facebook once they have completed the game. Those who share the game will also be entered into a draw for a chance to win a double pass to the film, which hits cinemas on 30 October.
Leong was asked for numbers regarding the level of engagement and on how many people had played the game, but she didn't provide specifics, simply saying that the campaign was performing well.
The campaign kicked off on 16 October and will run until 6 November.