Hallmark Channel uses mobile to promote movie

Family-friendly cable network The Hallmark Channel launched its first interactive mobile campaign last week to promote the premiere of the network's original movie, The Good Witch, as part of a larger strategy to support network-produced movies on multiple platforms.

The campaign uses banner ads and on-air promotions to get users to text in an entry to a sweepstakes titled “Limbo Unique.” Powered by Limbo, a mobile promotions community, the winner is the person who texts in the lowest unique number. The winner will receive $2,000 and a portrait of the “Grey Lady,” as well as memorabilia featured in the movie.