Warner Bros and Eurosport have teamed up to create the first
multinational mobile marketing campaign as part of the film company's
efforts to bolster its customer base.
A six-week campaign for the forthcoming film Ocean's Eleven is running
simultaneously in the UK, Germany, Italy, Spain and the Netherlands on
TV trailers airing on Eurosport up to its general release on February
The TV ads end with a text message competition operated by wireless
marketing firm Flytxt quizzing consumers about the trailers they have
Users can either text in their answers to a specified number or go to
Correct entries are put forward for a grand prize trip to Australia and
a visit to Warner Bros. Movie World.
The campaign represents one of the entertainment industry's most
ambitious moves to build long-term relationships with consumers via
their mobile phones. Respondents will be able to opt in to receiving
information on all future releases.
Ocean's Eleven has been directed by Steven Soderbergh and film tells the
story of an 11-man crew of specialists who attempt to steal $150m
from three Las Vegas casinos in one night. It is an updated version of
the 60s original that featured Frank Sinatra and Dean Martin.
Warner Bros has created the trailers in-house while Eurosport developed
the competition spots.
Flytxt has also recently developed text message campaigns for
high-profile Warner Bros films Harry Potter and the Philosopher's Stone
and Lord of the Rings.