Mobile marketing has gone Hollywood… again.
Mobiquity Technologies, a location-based mobile marketing Bluetooth network, is once again working with Lionsgate to promote it’s upcoming film, Divergent.
Lionsgate recently signed on with Mobiquity for the fourth time, after successful campaigns to drive ticket sales for three previous films.
And this time around the marketing efforts planned, we’re told, will be focused largely on the third-screen marketing efforts.
“Running now through the March 21st Premier of Divergent, Mobiquity Networks will drive mobile awareness of the movie using its mall-based proximity network to deliver rich digital content via Bluetooth and Wi-Fi to shoppers,” a statement provided to MMW reads.
Research has shown that 44 percent of consumers trust trailers “a lot” when deciding whether to see a movie. Consumers trust trailers more than recommendations from friends and family, TV ads and Critics Reviews.1 With this in mind, Lionsgate’s mobile marketing campaign will offer consumers that opt-in an official, made-for-mobile Divergent movie trailer and an automatic calendar reminder. The automatic calendar reminder will prompt consumers to purchase tickets on the opening day of Divergent.
“We’re thrilled for the opportunity to build on the success of our past campaigns with Lionsgate and promote it’s much anticipated upcoming movie, Divergent,” says Sean Trepeta, president of Mobiquity Networks. “Reaching consumers while they’re actively shopping and receptive to actionable content, combined with the influence of the movie trailer that is delivered directly to their mobile device, as well as the follow-up reminder on opening day is a powerful combination that will drive ticket sales.”
