Daily Insight | Jason Armitage | September 24, 2012
Sony is pretty hyped up about its latest film, “Resident Evil: Retribution.” And to spread the word, it hired digital marketing agency AvatarLabs to advertise for it, including lots of mobile aspects, so consumers would have an all-around experience.
According to the International Business Times, the agency went with many traditional advertising routes that included a huge online campaign. However, the company created the movie’s Web site in HTML5, so when users accessed it on their iOS and Android devices, they still had the full experience. The site features 3D parts of the movie that makes fans feel like they were actually inside scenes, rather than just watching them. The company also integrated Google Maps into its online game, Street Invasion, which uses real streets around where a user is so they can try to survive a zombie invasion in their own neighborhood.
Yankee Group Principal Analyst Jason Armitage comments
“The ascendancy of mobile to the top of digital marketing’s agenda has been remarkable over the last two years. That is hardly surprising. Half of mobile phone owners now browse the Web frequently on their devices. Add to that the 75 percent of tablet owners who are surfing the Web and the case for integrating mobile in a multichannel campaign is made.
Optimizing a promo Web site for mobile is really just table stakes. It’s critical for media owners—and other marketers—to keep experimenting with innovative formats that build excitement around a campaign. Entertainment promotions are especially well-placed to utilise content to create unique experiences for mobile devices.”
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