Lucasfilm digs up mobile success for Indiana Jones

Indiana Jones is back and Lucasfilm is using mobile marketing to get the word out. In conjunction with mobile services firms THQ Wireless and Proteus, the film studio used the mobile medium to market the new release.

THQ Wireless created licensed ringtones, wallpapers and a mobile game based on the brand, and Proteuspowers the promotional Web site at The mobile campaign capitalizes on this year’s theatrical release of Indiana Jones and the Crystal Skull to push the DVDbox set of the three original movies, sold at Wal-Mart and Sam’s Club, by offering a free ringtone of the Indiana Jones theme tune with purchase.

“The main goal of the campaign was to extend communications and the message beyond traditional media outlets and into the wireless world,” said Guy Vidra, CEOof Proteus.

Anumber of the offline components are being employed to drive users to the mobile features. In conjunction with mobile ads, full-page print ads are running in the Indiana Jones official magazine, which has a 115,000 circulation and is distributed through Target, Wal-Mart, Walgreens, Suncoast, FYE, Borders and Barnes & Noble. The print ads first appeared in May and will run throughout the year, and include details on the mobile initiative.

In addition, e-mails were sent to 1.8 million registered users promoting the availability of the Indiana Jones mobile game, ringtones and wallpapers.

“We are seeing more and more advertisers add a mobile element to the overall media mix,” said Vidra.

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