I Frankenstein launches mobile-in-banner campaign via Trigger and Mobile Embrace

January 31 2014, 12:38 pm | BY Ricki Green | No Comments

Banner.jpgTrigger Marketing and Publicity has partnered with Mobile Embrace’s 4th Screen Advertising, New Zealand’s leading mobile advertising sales agency, to launch a 16-day mobile campaign designed to increase cinema attendance to I Frankenstein upon its release nationally on 13 February 2014.

This will be the first time mobile users in New Zealand will experience a rich media in-banner mobile video campaign. With a start date of 1 February, the mobile campaign developed in house by Mobile Embrace will be published on premium m-sites and apps across Mobile Embrace’s tier-one premium publishers. Mobile Embrace’s premium publisher network comprises the largest games, sports, music apps and media houses, with I Frankenstein to feature on the likes of IMDb, Radio Sport and Angry Birds. 

Custom-designed for film releases, the I Frankenstein mobile campaign will run in a new innovative format, with a typically higher click-through rate. When an m-site or app is opened, a 4-second trailer will commence within the banner ad automatically. The call-to-action within the in-banner video prompts users to click, allowing users to add to their iOS calendar a reminder of the film’s release date.

Says Sarah Kavanagh, NZ National sales manager of 4th Screen Advertising at Mobile Embrace: “This is a very personal, user-initiated re-targeting tool, unique to mobile. Working closely with Trigger Marketing and Publicity, we were able to create and execute a highly engaging, rich media mobile campaign for the film’s release, targeting Mobile Embrace’s premium audience.”

Says Adria Buckton, Trigger Marketing and Publicity CEO: “We appointed Mobile Embrace due to their innovative thinking and expertise, as well as their unrivalled premium mobile network. We’re very excited to be able to bring this first-to-market mobile opportunity in New Zealand.”

Mobile Embrace’s 4th Screen Advertising provides leading brands and publishers with tailored mobile advertising and marketing solutions designed to meet their specific communications and marketing objectives.