Sony Pictures breaks mobile campaign for Rambo DVD
July 7, 2008
Mobile fire and glory
Britain's Dialogue Communications has designed a mobile Internet site for Sony, using its new Mobile Site Builder to promote the Rambo DVD's release on July 9. An SMS campaign also allows consumers to visit the interactive Rambo mobile site through a link sent via text message.
"[The strategy is] to engage with a tech-savvy generation who are used to using their mobile and don't need to be in front of a desktop to access the information," said Hugh Spear, CEO of Dialogue Communications.
"It allows Sony to broaden their reach with the campaign via traditional forms of media and prolongs the campaign's longevity as well as encouraging content-sharing among consumers," he said.
Mobile is incorporated as part of the overall advertising of the DVD. It encompasses downloads, competitions, SMS reminders and facts on the DVD.
Consumers are encouraged to text a keyword to short code 199 00 991, which is advertised across billboards and other printed media throughout Australia. Consumers then receive a reply with a link to the Rambo mobile site.
Founded in 1994, Dialogue Communications' clients include corporations, local governments, media agencies and brands. The company provides services via customized software development.
The Rambo mobile Internet site is the first to go live in Australia using Dialogue's new Mobile Site Builder application.
Sony understands the significance of the new media channel when looking to communicate with Generation Y -- a generation that has always grown up with a mobile phone and who are always looking for quick content, Mr. Spear said.
"The mobile campaign has been designed to integrate with traditional channels of the marketing communication strategy," Mr. Spear said.
"However the mobile satisfies a consumer's demand for instant content at their first point of interest by providing a call-to-action response method that doesn't rely on someone having to go online to find out more," he said.
"They see the ad and want to know more right then and there so they SMS in and get the WAP push in reply. It's immediate and engaging."