Warner Brothers ran a sweepstakes campaign targeting Spanish-speaking consumers to promote the film "Observe and Report."

WB teamed up with Spanish news and information company Impremedia and Ping Mobile powered the campaign. Ads in La Opinion (one of Impremedia's daily publications) encouraged readers to text GANA to short code 74642 for a chance to win 2 free passes to the premiere of the film held in April at the Mann Chinese Theater in Hollywood, CA.

"The strategy for this campaign was for ImpreMedia to drive people to visit their impreRewards site and provoke them to sign-up for future rewards opportunities, thereby cultivating an opt-in mobile database of Hispanic respondents, said Shira Simmonds, president of Ping, Englewood Cliffs, NJ.

In total there were 8 million ad impressions promoting impreRewards and the premiere of the movie "Observe and Report."

The film is about the Forest Ridge Mall and its head of security, Ronnie Barnhardt (Seth Rogan), who patrols his jurisdiction with an iron fist. He combats shoplifters, skateboarders and unruly customers in this comedy.

Custom creative was developed by ImpreMedia's design team using creative from the film.

In addition, impreRewards received cross-promotion via the film's official Web site which hosted a link to the impreRewards site.

People were invited to enter the sweepstake through two methods of entry -- by texting the word GANA to 74642, and by signing up online at http://www.imprerewards.com .

Consumers who entered the sweepstakes received a text message that read," Felicidades! Estas inscrito para ganar 2 pases al xclusivo estreno en LA de la nueva cinta "Observe and Report." Notificaremos al ganador vía txt msg 4/1/09.

(Translation: Congrats! U R entered to win 2 tickets to the Xclusive Los Angeles Premiere of the new film "Observe and Report." Winner will be notified via txt msg 4/1/09. )

Then they received a text message asking them to opt-in for future offers.

Ms. Simmonds said that the challenges of this campaign were to incentivize respondents to visit the Web and sign-up for impreRewards, and provide convenient, relevant content to the target demographic.

Mobile was suitable for this client because mobile penetration is very high in the target market, and sweepstakes have also been very effective for this demographic.

"This campaign was a direct result of understanding the power of mobile with this particular demographic," said Candice McFarlane, client services manager at Ping. "It was a great opportunity to increase the visibility of the ImpreRewards platform and we look forward to doing many more."