Frankenstein invades mobiles with movie trailer

Mobile marketing agency Mobile Embrace is set to enable another campaign that makes the most of banners on hand-held devices, this time with a trailer for the movie I Frankenstein.

The campaign was developed in house by Mobile Embrace and will run across popular mobile sites and apps in its network of tier one publishers. That includes movie database IMDb, the Angry Birds game and Radio Sport.

When one of these sites or apps is opened, the four second trailer automatically plays in the banner, prompting users to click and add a reminder of the film’s release date to their iOS calendar.

“This is a very personal, user-initiated re-targeting tool, unique to mobile,” says Sarah Kavanagh, the national sales manager at Mobile Embrace, the parent company of 4th Screen Advertising (which initially developed the campaign).

I Frankenstein is being promoted here by Trigger Marketing and Publicity.

Mobile Embrace tapped into the iOS calendar in a campaign for Berocca last year. BeroccaScopes placed fake horoscopes into the user’s calendar, which alerted them to the message at the same time each morning.

It appeared on banners on The New Zealand Herald, The Radio Network and TVNZ’s apps and mobile websites, and on apps like Angry Birds, Sound Hound and Shazam. Clicking on the banner took the user to a landing page where they gave the advertiser permission to use the calendar.

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