Mobile Embrace develops rich media mobile game
Mobile Embrace develops rich media mobile game for Transmission Films release – The Dead Lands
Mobile Embrace’s 4th Screen
Advertising, New Zealand’s leading mobile
advertising sales agency, has created a rich media mobile
game to promote the release of Kiwi film The Dead
Lands for Transmission Films, in
cinemas October 30, 2014.
The innovative creative
features an immersive rich media gaming ad unit initiated
from the banner ad. Using 3D rendering, the mobile game
brings to life the film’s central characters and the world
of Maori warriors to create an interactive and adrenalin
pumping gaming experience.
Cindy Leong,
spokesperson at Mobile Embrace’s 4th Screen Advertising
New Zealand, says, “We were approached by Trigger
Marketing to develop an interactive campaign to generate
excitement around the film’s release. By creating
something engaging and fun, the mobile game offers audiences
an entertaining ad format that is highly impactful and
ignites user interest to see the film.
“At Mobile
Embrace, we believe rich media ad formats enable brands and
advertisers to engage more deeply with their target audience
and forge a positive brand connection. This, in turn, is
leading to stronger results when compared to standard ad
formats,” said Ms Leong.
To play the game, users
‘tap’ the animated banner ad and are instantly prompted
to ‘swipe’ their character left and right across the
screen to avoid warriors and collect weapons to succeed.
Once the user completes the game, they’re given their
score and are invited to share this on Facebook for a
chance to win a double pass to see the
film.
“Mobile is one of the most personal
and engaging mediums. Research by our technology partner
Opera Media Works for instance, reveals mobile ad content
worldwide generated more than 64 billion monthly ad
impressions in quarter two 2014, and reached more than 500
million global consumers1. This campaign demonstrates how
brands can connect with their target audience in a
captivating and exciting way beyond the banner and on a
device that they use the most,” said Ms
Leong.
Adria Buckton, Managing Director of
Trigger Marketing and Publicity, said, “We
appointed the experts at Mobile Embrace to push the
boundaries on user engagement and entertainment. Their
industry leading ad formats and compelling creative means
we're more likely to capture the attention of the growing
volume of users on smartphone devices and interact with them
in a more receptive, fun and memorable way."
To ensure
maximum contextual relevancy, the mobile campaign for The
Dead Lands will be rolled-out across Mobile Embrace’s
premium advertising network, including Rotten Tomatoes,
Perform Group, Sportsmate, and The New Zealand Herald. The
campaign will run from 16 October – 6 November
2014.
Click here to view the
creative: http://creative.mobileembrace.com/thedeadlands/
ends