Steve Hall posts about the film “Respect” launched by BMW to promote its new K1200 R motorcycle. I would say “Respect” to BMW for such a brilliant idea, engaging, entertaining and why not, innovative. Creating a movie for a motorcycle might appear expensive, but think about the huge amount of ads out there. People just don’t care/remember of tv spots, you need to attract them with something new, a product placement in your own advertising movie sounds so brilliant to me. Even if I won’t buy that motorcycle, my perception of BMW as a brand has increased and I’m happy to spread the word…
‘The Chronicles of Riddick’ will be promoted in the UK with an integrated marketing campaign. As Revolution Magazine reports, mobile marketing will be part of the media mix. An MMS campaign will target men aged aged between 16 and 34 interested in films. Online ads will also run on movie related web sites.
Columbia TriStar has promoted its movie Gothika with film streaming ads on MSN Hotmail. As explained in a press release on Microsoft’s website, the ads have been running for two weeks targeting audience aged 15-24 in Britain. Chris Gilbody, Account Manager at Manning Gottlieb OMD, Columbia TriStar�s Media agency, commented: �Hotmail offers substantial reach & micro-targeting of our target market online, allowing us to deliver the movie trailer straight into the inbox of our key demographic. We then track the number of people that actually viewed the trailer till the very end, allowing us to reach a cost-per-complete-trailer-viewed metric. Using Hotmail in this way ensures the trailer is used effectively and with the greatest impact.�
The disturbing ads can be seen on Flashtalking web site.
Enpocket and cdp-travissully have produced a text-to-win campaign for the Netherlands Board of Tourism through 135 Caffe Nero outlets capitalise on the interest around the ‘Girl with a Pearl Earring’ which stars Colin Firth and Scarlett Johansson. More than 300,000 postcards have been distributed through the caf�s and broadsheets, offering an instant ‘text to win’ for tickets to the film and entry in a draw for a 3-night break to The Hague to see the real ‘Girl with a Pearl Earring”. Jeremy Wright, co-founder of Enpocket, said:“This campaign demonstrates the simple fact that the use of text as a response mechanism is as relevant when targeting older, higher-end audiences as it is with younger mass-market audiences. As the most recent Mobile Media Monitor (October 2003) from Enpocket Insight showed, more than 9 out of 10 mobile owners 25-44 are now active text users.”
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