ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Pitch Perfect 2 ramps up DVD release through lip-syncing contest

Universal Studio's Pitch Perfect film franchise is leveraging the social media application Dubsmash for a contest to promote its latest installment's DVD release through content with which its demographic is excited to interact. 

The cult-favorite series is offering fans a chance to be featured in its next installment through the emerging mobile app Dubsmash. The app is gaining in popularity, and offers films such as Pitch Perfect an ideal method in connecting with fans and letting consumers generate its marketing content through memorable moments from its films. 

"People want to have fun, enjoy themselves and share this with their friends," said Michael Becker, co-founder and managing partner, mCordis, Sunnyvale, CA. "It is even better when having a little fun could lead to an experience that could last a life time. 

"By inviting people to create a 10 second video of their favorite spoken line or song from the movie and using social media as the vehicle for entry the Pitch Perfect 2 marketing team can achieve a number of objectives: audience engagement, brand amplification, customer insights (they will get an idea of what people really enjoyed) and a public relations bump to boot," he said. "This is a really nice idea."

Smashing marketing 
Dubsmash is a mobile app, in which users record themselves lip-synching to popular clips from favorite content from various platforms such as films, television, music and viral videos. Pitch Perfect offers a fitting opportunity for the app, as the series has generated a substantial following and features numerous quotable moments from the films. 


The marketing tactic allows for the brand to share user-generated content to promote the DVD and Blu-Ray releases. Content created by fans emulates a more authentic image for the brand. 

Dubsmash users can record themselves lip-synching numerous scenes from Pitch Perfect 2 such as various music clips and scenes. Those who have created these videos and shared them via social media such as Vine and Instagram are entered for a chance to win a walk on role for Pitch Perfect 3. 

Entries must include the hashtag #PitchSmash to be eligible to win. 

Universal has taken to numerous social media channels to promote the contest, as well as the DVD release. The contest immediately gained a substantial amount of traction, with numerous super fans taking to the app to submit their entry. 

|
Instagram is already full of content regarding Pitch Perfect's contest

The HD DVD releases on Setember 21 and the DVD and Blu-Ray releases take place on September 22, also the day in which the winner will be announced live on ABC?s Good Morning America. 

Dubsmash importance
Universal Pictures also partnered with the Mobile Motion GmbH application Dubsmash in its latest installment of action film series Fast and Furious (see more).

Cable networks Bravo, E! and Oxygen also launched a social media call-to-action in partnership with Dubsmash, featuring fans? videos on air and showcasing the impact that mobile has on television programming (see more). 

"Done properly, leveraging user generated content can bring many benefits to a marketer?s program," Mr. Becker said. "It engages consumers, adds a level of authenticity to the program, can reduce production costs and add a level of creativity that is difficult to replicated in a production studio."

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer