Parachute Marketing Group (PMG) recently concluded an initiative that reached more than 102,000 unique mobile devices. The four-week campaign placed Bluetooth-enabled units in theaters in more than 17 states, inviting moviegoers to download content like audio and video clips for the upcoming film (which the company declined to name) as well as a reminder that prompted them on the night before the movie's release. Chicago-based PMG has concocted similar projects for brands like Motorola and U.S. Cellular, although this latest effort marks one of the largest campaigns of its type for the agency.
The wireless or Ethernet-connected units were hidden inside standees--the life-size cardboard cutouts found in theaters--and were able to connect with any Bluetooth-enabled phone. Each standee was customized to include a call to action (i.e., "Turn on your Bluetooth to receive free content"), and moviegoers had to opt in for the download. They could then take sound bytes from the movie and turn them into ringtones, view trailers, and set up the calendar alert.
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