New Line Cinema tapped Greystripe for a mobile campaign promoting the film, "The Golden Compass." Now the results are in.

Greystripe commissioned Dynamic Logic, a marketing research company, to conduct research to measure the success of The Golden Compass ad campaign in raising awareness, interest and intent-to-see for the movie. The campaign ran on Greystripe's mobile ad network.

"Basically New Line Cinema was trying to promote its new film, which was set to release Dec. 7," said Michael Chang, CEO of Greystripe, San Francisco. "We created pre- and post-roll ads that people had to watch if they wanted to play the game created around the movie.

"Additionally, there were ads for the film that were in the game itself," Mr. Chang said.

The mobile Web survey was fielded Nov. 8 to Dec. 6 among 786 mobile Web users ages 18-55.

Survey respondents were separated into control and exposed groups based on who saw the mobile ads. The results showed statistically significant increases in awareness and interest in The Golden Compass among the exposed group.

The users exposed to The Golden Compass ads on the Greystripe network exhibited significant increases in awareness of, and interest, in the film with a 19.3 percentage-point increase in awareness of the film's title.

The campaign also raised the interest level, with a 9.5 percentage-point increase in interest in seeing the film among overall respondents.

Additionally, intent-to-see the movie in theaters increased by 14.5 percentage points among respondents ages 18-24.

"I think what was so attractive to New Line Cinema was our audience," Mr. Chang said. "Our audience is 70 percent 18-to-34-year-olds and is about 65 percent male and 35 percent female. This group is a prized demographic as they are the high-end consumers and a good target for a movie like this.

"New Line Cinema decided to use mobile because it is very exciting and has a promise of being very engaging," he said.

Respondents who identified themselves as "frequent" movie-goers use the mobile Internet more often than those identified as "non-frequent" movie-goers.

Thirty-five percent of respondents use their mobile phones for "finding theater and movie times" and 29 percent "watch movie trailers."

Additionally, Greystripe found through this campaign that mobile ads resonated best among respondents ages 18-24.

Mobile ads were most effective among those described as "avid" movie-goers, which can be defined by those who have seen three or more movies in the theater in the past couple of months.

Overall, the campaign was able to move top awareness and bottom interest metrics significantly.

"The campaign proved our audience is highly engaged by full screen ads on mobile phones," Mr. Chang said. "The mobile phone is an incredibly personal medium and enables brands to interact with their audience."