Fandango runs mobile banner ads to promote new G.I. Joe film

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Online movie destination Fandango is running a new mobile marketing effort to promote the Paramount Pictures summer blockbuster film G.I. Joe: The Rise of Cobra, which opens August 7.

The mobile banner campaign, which was designed by Paramount's agency Mediaedge and is being powered by mobile ad services firm Crisp Wireless, features Fandango's first mobile homepage takeover, which is being used to promote the film. A consumer that visits the Fandango mobile WAP site will see a full page ad for the “Joe v. Cobra challenge,” a mobile game that gives consumers the chance to interact with the G.I. Joe brand and win $3,000.

“A user can click on the mobile ad, which is sent to a mobile optimized landing page where they can participate in the quiz and enter to win,” said Tom Foran, chief revenue officer at Crisp Wireless. “We're trying to take a fairly established practice on the desktop and serve it and transition that online ad to a mobile ad.”

The banners include rich media and are location aware, so they can target a consumer in a specific area to a specific theater. The banners are running through August 10.

In addition to running the mobile banners, Crisp Wireless also powers Fandango's mobile WAP site, which is especially optimized for the iPhone. Consumers can use the site to location theaters and screening times based on their location at iphone.Fandango.com.


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