New Line, m-Qube Team on Mobile Sweepstakes

Mobile marketing provider m-Qube has begun a U.S.-based short message service marketing campaign with the New Line Cinema movie "Knockaround Guys" starring Vin Diesel and John Malkovich, m-Qube said yesterday. The film opened Oct. 11.

The interactive message campaign targets under-25 consumers to get them to register a four-person team online and participate in the "Knockaround Guys" "Bag of Cash" sweepstakes.

As part of the sweepstakes, teams can interact with text-message-based trivia quizzes from their mobile phones. Teams that answer all three movie-related trivia questions correctly qualify for entry to win a $2,500 "Bag of Cash" grand prize and DVD player.

Both companies hope for a viral effect by delivering messages on cell phones.

"The 'Knockaround Guys' wireless campaign provides a unique, multi-player environment," said Gordon Paddison, senior vice president, worldwide interactive marketing, New Line Cinema. "Team competition using messaging on cell phones creates an effective viral promotion."

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