Fox mobile effort brings print to life

To promote the Blu-ray and DVD release of the film X-Men Origins: WolverineTwentieth Century Fox Home Entertainment worked with mobile marketing firm Jagtag to create a mobile and print campaign.

The effort centers on print ads, running in the October issues of magazines including Maxim, Playboy, Widescreen and Gamefly, which consumers can interact with though barcodes. A consumer can photograph the barcode with a cell phone and text or e-mail it to a shortcode for a trailer and film clips.

“It is a way for us to engage with the consumer differently than how we have before,” said Mary Daily, EVP of marketing at Fox Home Entertainment. “We can take the print medium, which has been around for a long time, and suddenly make it more attractive by making it interactive.”

This mobile initiative is an extension of other online creative. Fox’s site includes trailers, which also run on YouTube. The goal of the full effort is to expand awareness.

“Not everyone has time to go searching out your trailers; you can’t rely on people getting your content just online,” explained Daily. “We’ve got our content wherever they happen to be.”

Users are not required to download the barcode software. The MMS or e-mail reads the message to automatically reformat the trailer to the recipient’s phone.

The campaign also integrates Twitter. Users can Tweet the 2D barcodes to @524824, which will reformat the film’s video content and put it in the user’s Twitter feed. This can be done with mobile Twitter clients such as Tweetie, Twitterberry or TwitterFon.

In the text and Twitter versions of the campaign, the trailers and videos include a link back to the e-commerce site, where the DVD can be purchased at a 10% discount.

“This campaign is about helping Fox Home Entertainment expand its customer base,” said Ken Graffeo, business development executive at Jagtag. “This kind of campaign works well for the entertainment industry. When you are selling DVDs, people want to experience the film, and this allows you to do that.”

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