NEW MEDIA: Warner Bros in Eurosport mobile tie-up

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

just seen.

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.


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