May 2, 2008
The Weinstein Company
Interactive Mobile Scavenger Hunt
Client Company:
The Weinstein Company )TWC), is a multi-media company created by Bob and Harvey Weinstein and includes Dimension Films. In its history, Dimension Films has released some of the most successful franchises including "Scream," "Spy Kids" and "Scary Movie".
Objectives:
TWC wanted to support the release of Morgan Spurlock’s )“Super Size Me”) highly anticipated documentary film “Where in the World is Osama Bin Laden” in a unique way. The promotion itself was expected to create buzz and viral marketing effect among movie aficionados.
Solution:
An interactive mobile scavenger hunt contest enabled by SnapTell’s Snap.Send.Get™ mobile marketing solution was developed as the center piece of all movie promotion activities. The scavenger hunt contest challenged movie lovers to search their local supermarkets, colleges, high-schools, bars, nightclubs, newspapers and other destinations to find, photograph and email strategically placed “Where in the World is Osama Bin Laden?” branded reward flyers to SnapTell. In return, scavenger hunt contestants were entered into a drawing to win $1,000 in prize money. Also, participants received content and information related to the movie on their mobile phones.
The scavenger hunt contest ran between April 5, 2008 and April 18, 2008, the debut date of the movie. The multi-city contest was conducted in 5 major cities: Boson, Chicago, Los Angeles, Philadelphia, and Washington, D.C. In addition to reward flyers being distributed and printed in newspapers, the contest itself was promoted in a number of major radio stations in target cities.
The reward flyers activated by SnapTell’s technology did not have any bar codes or other special graphics printed on them. Also, no application downloads were required to assist with recognition.
Benefits:
- First ever camera phone movie promotion in the U.S.
- Movie fans engaged in scavenger hunt in-home )print ads) as well as out-of- home )flyers)
- Significant responses received from all the 5 target cities
- Measurable promotion effectiveness by city, time of day and media
- Positioned TWC as an innovator among media companies
- Image recognition rates of 99%+
About The Weinstein Company
The Weinstein Company )TWC) was created by Bob and Harvey Weinstein, the brothers who founded Miramax Films Corporation in 1979. TWC is a multi-media company that officially launched on October 1, 2005. Dimension Films, the genre label that was founded in 1993 by Bob Weinstein, is also included under the TWC banner.
During the Weinsteins' tenure at Miramax Films the company released some of the most critically acclaimed and commercially successful independent feature films which received 249 Academy Award® nominations and won 60 Oscars®, have generated billions of dollars in worldwide box office receipts and billions more in home video sales. In its history, Dimension Films has released some of the most successful franchises including "Scream," "Spy Kids" and "Scary Movie.
About SnapTell
SnapTell is revolutionizing the way consumers and marketers connect. Using a camera phone and SnapTell's innovative image-recognition technology, users can easily and instantly access requested information and content. Marketers can effortlessly create high-impact campaigns using existing collateral and can alter their messaging on the fly in response to SnapTell-provided actionable metrics. SnapTell's Snap.Send.Get mobile marketing solution is currently being used by marketers at major brands and agencies to deploy interactive mobile marketing campaigns.
For further information on the company visit: http://www.snaptell.com
