Mobile Communications Featured Article
March 21, 2008
Horror Movie, The Signal, Promoted Through Click-to-Call Campaign
By Ringleader Digital, a next-generation mobile advertising company, has announced the mounting success of its creative, mobile click-to-call campaign designed to promote Magnolia Pictures’ latest horror movie, “The Signal.”
Ringleader capitalizes on the one feature that every phone has – the ability to make and receive phone calls. The company’s viral campaign has yielded a 16 percent response rate within its target demographic, meaning that to date thousands of people have clicked in order to hear “The Signal.”
Approached by Magnolia Pictures’ media agency, Media Storm, Ringleader recognized the significant opportunity to use the hottest new marketing medium, mobile, to spread the word – or sound – of this latest phenomenon.
The agencies toyed with the idea of a click-to-video campaign as they were seeking an innovative campaign that would grab the attention of movie goers. Ringleader advised a clock-to-call campaign instead in order to maximize reach. The advertising company offered a creative solution that soon had mobile phone users interacting to create movie buzz.
"The mobile medium is undoubtedly one of the most useful and, simultaneously, underutilized channels available to marketers today," said Craig Woerz, Managing Partner of Media Storm, in a Friday statement.
"Much like TVs are in nearly every home, most people now carry a mobile device. With the right partner, like Ringleader, you can reach those people and engage them on the spot. The success and high response rate we've experienced through Ringleader's campaign has encouraged us to recommend mobile advertising elements as part of future projects."
The campaign relies on the success of a mobile banner that invites fans to click the ad, which sends them to the movie’s mobile website. This site then offers people a chance to hear the signal, send the sound to a friend or read a film synopsis.
Just moments after clicking on the “Listen to the Signal” option, a call comes through the user’s handset. The person answering the call experiences quite the chill as it plays the same noise responsible for chillingly transforming the movie's characters into mass murderers.
The ad site also allows users to read a film synopsis or send the mesmerizing signal noise to their friends. The independent film tells the story of innocent people transformed into psychotic killers after listening to sounds and viewing images transmitted through their television sets.
"'The Signal' project exemplifies how innovative advertising campaigns can and should cross from one screen to the other," said Bob Walczak, CEO of Ringleader, in Friday’s statement.
"And, the beauty of it is how easily that capability grows your opportunities to capture minds. The mobile element complemented other online components--it didn't mirror them. The click-to-call program gave Media Storm the next medium through which to reach tech savvy people with a catchy, viral campaign."
Ringleader and Media Storm have wisely opted to capitalize on two cultural tendencies – cell phone use and a propensity to share information. Despite the millions of dollars that are poured into campaigns to promote the latest flick, word-of-mouth still plays a large role in its commercial success.
Ringleader seems to understand that and has implemented a campaign that encourages users to spread the word. The 16 percent usage is a great indication that this campaign is successful and continued use could prove to be even more so.
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Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.
Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP
Communications industry. The library offers white papers, case studies and other documents which are free to registered users. Today’s featured white paper is The “BRAIN” Model of Intelligibility in Business Telephony, brought to you by Polycom (News - Alert).
Ringleader capitalizes on the one feature that every phone has – the ability to make and receive phone calls. The company’s viral campaign has yielded a 16 percent response rate within its target demographic, meaning that to date thousands of people have clicked in order to hear “The Signal.”
Approached by Magnolia Pictures’ media agency, Media Storm, Ringleader recognized the significant opportunity to use the hottest new marketing medium, mobile, to spread the word – or sound – of this latest phenomenon.
The agencies toyed with the idea of a click-to-video campaign as they were seeking an innovative campaign that would grab the attention of movie goers. Ringleader advised a clock-to-call campaign instead in order to maximize reach. The advertising company offered a creative solution that soon had mobile phone users interacting to create movie buzz.
"The mobile medium is undoubtedly one of the most useful and, simultaneously, underutilized channels available to marketers today," said Craig Woerz, Managing Partner of Media Storm, in a Friday statement.
"Much like TVs are in nearly every home, most people now carry a mobile device. With the right partner, like Ringleader, you can reach those people and engage them on the spot. The success and high response rate we've experienced through Ringleader's campaign has encouraged us to recommend mobile advertising elements as part of future projects."
The campaign relies on the success of a mobile banner that invites fans to click the ad, which sends them to the movie’s mobile website. This site then offers people a chance to hear the signal, send the sound to a friend or read a film synopsis.
Just moments after clicking on the “Listen to the Signal” option, a call comes through the user’s handset. The person answering the call experiences quite the chill as it plays the same noise responsible for chillingly transforming the movie's characters into mass murderers.
The ad site also allows users to read a film synopsis or send the mesmerizing signal noise to their friends. The independent film tells the story of innocent people transformed into psychotic killers after listening to sounds and viewing images transmitted through their television sets.
"'The Signal' project exemplifies how innovative advertising campaigns can and should cross from one screen to the other," said Bob Walczak, CEO of Ringleader, in Friday’s statement.
"And, the beauty of it is how easily that capability grows your opportunities to capture minds. The mobile element complemented other online components--it didn't mirror them. The click-to-call program gave Media Storm the next medium through which to reach tech savvy people with a catchy, viral campaign."
Ringleader and Media Storm have wisely opted to capitalize on two cultural tendencies – cell phone use and a propensity to share information. Despite the millions of dollars that are poured into campaigns to promote the latest flick, word-of-mouth still plays a large role in its commercial success.
Ringleader seems to understand that and has implemented a campaign that encourages users to spread the word. The 16 percent usage is a great indication that this campaign is successful and continued use could prove to be even more so.
-----------
Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.
Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP
Communications industry. The library offers white papers, case studies and other documents which are free to registered users. Today’s featured white paper is The “BRAIN” Model of Intelligibility in Business Telephony, brought to you by Polycom (News - Alert).
