The marketing wizards at Paramount, Lucas Film and video game publisher THQ have developed a mobile marketing campaign to, in their own words, “keep Indiana Jones fans talking long after they have left the theatre.” Helping achieve their goal is the new slew of licensed ringtones, wallpapers, and mobile games based on the brand.
The latest Indiana Jones film has provoked the biggest mobile marketing campaigns of any film ever released.
In the more than half million Indiana Jones DVD movie box sets made available for purchase at Wal-Mart and Sam’s Club, consumers will find a coupon for a free ringtone of the Indiana Jones theme song. “About 15% of the people who bought the DVD since the promotion began have tried to download a ringtone,” says Brian Hong, director of wireless marketing at THQ. He was also quick to point out that by giving away free digital content, it provides an excellent opportunity to cross-sell other mobile phone products, games, and content.
Hong reports that, on average, between 2% and 4% of consumers bought something after receiving a free ringtone. Not bad, considering that the industry average for online ad redemption is only about 0.5% to 1%.
As it now appears, “Indiana Jones and the Kingdom of the Crystal Skull” has inspired an adventure for more than just Indiana Jones himself. The film and video game industries have seen the profitability of mobile marketing attached to a blockbuster film. And they’re probably very eager for the next big adventure.