Universal Pictures puts social in the forefront of its mobile marketing campaign
By Rimma Kats
June 8, 2012
Universal Pictures is promoting its latest film, “Snow White and the Huntsman,” via a new mobile advertising campaign that incorporates social media such as Facebook, Twitter and Pinterest.
The studio is running the mobile ads within Pandora’s iPhone application. Universal Pictures has ran mobile ads in the past to promote its films.
“Universal Pictures has really expanded their reach in the mobile ad which markets the Snow White and the Huntsman film,” said Marci Troutman, CEO of SiteMinis, Atlanta.
“Social media plays a very big part in mobile advertising, and they have added a plethora of options in laying out the mobile ad in a way that incorporates each of the social media links without disturbing the overall layout of the ad – it’s clear and visually appealing,” she said.
The Universal Pictures expandable ad features characters from the movie and encourages consumers to buy tickets for it via their mobile device.
When consumers tap on the ad, they are redirected to a mobile landing page that lets them learn more about the film, watch videos and browse the gallery.
What sets the mobile ad apart from Universal’s previous ones is how the company really ramped up its social efforts.
For example, there are Facebook, Twitter, Pinterest and Flipboard tabs within the mobile ad.
This allows consumers to further engage with the company on many aspects.
Users can “Like” the film through its official Facebook page, tell their friends and family about it through Twitter and post their favorite stills from the movie on Pinterest.
By incorporating social, Universal is able to build a deeper relationship with its users, as well as raise awareness for the company’s new film.
“The only thing that might be a concern is that users are able to Facbeook share, Twitter share, add the image to a Pinterest page, click to buy tickets and learn more about the film,” Ms. Troutman said.
“The ad encompasses quite a bit, and without a clear directive to capture results, the users could become intimidated by the many options and not make any choice at all, if they do make a choice of the many available, the results could end up scattered and the ROI for the ad might become difficult to measure,” she said.
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