IPhone app pushes DVD for Universal

Share this article:

Universal Studios Home Entertainment launched a "couples translator" iPhone app on February 1, to promote the DVD release of the film Couples Retreat. The app includes imagery from the film and branded DVD artwork, as well as banners urging the consumer to "buy the DVD."

The application, released in time for Valentine's Day, was designed by entertainment marketing company Trigger LA. It plays on the film's content, which focuses on the miscommunications between men and women and offers in-depth and humorous translation for commonly misstated phrases, such as "I'm fine."

To promote the app, Universal is sending e-mails to clients and incorporating a viral element into the translator. Users can post the app, or a translation from it, directly to their Facebook pages.

"We're trying to remind people about the brand and the movie, especially the people who saw the movie in the theatrical release, in order to drive home entertainment sales," said Joe Eibert, director of digital marketing for Universal Studios Home Entertainment. "The application will complement the in-store and TV marketing efforts as well. We have found marketing through mobile devices to be quite successful."

The application debuted in October at the time of the film's release, but it was shelved after only a week due to technical issues. The fixed application includes 700 different translations for common couple banter. For example "I'm fine" could translate into "If you want to look like an ass, go ahead and enter that Guitar Hero contest," or "Grab your blankey; you are sleeping on the couch tonight."

"It is all about the intonation," said Perry Wang, head of production at Trigger LA. "The idea is to create something that is sustainable, and would be entertaining and fun beyond the film release. We played on the age-old battle of the sexes struggle." l

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.