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BizReport : Mobile Marketing : November 13, 2008
British commandos target movie-goers by mobile phone
Britain's military elite, The Royal Marines, are driving recruitment by targeting cinema-goers with a mobile marketing campaign integrated with cinema advertising and offline user engagement.
Fans of the latest James Bond movie, Quantum of Solace, will themselves be targeted by an elite and dangerous army - Britain's Royal Marines. The maritime-focused, amphibious, light infantry force is seeking new recruits and they are blending on- and offline channels to attract interest, including mobile marketing.
Movie-goers at 120 cinemas across the U.K. will be targeted with a Bluetooth campaign comprising a 45 second video-clip that gives viewers a taste of the Royal Marines' "State of Mind" proposition.
Viewers are then encouraged to click through to a WAP site, where they can download additional content and register to receive a monthly Royal Marines newsletter. Those without Bluetooth are directed to the WAP site by texting for further instructions.
The campaign includes Royal Marines visiting cinemas in person to meet movie-goers and answer questions on the recruitment process and life as a commando.
"This campaign is a well-executed example of digital integration, bringing together cinema, mobile and online to deliver a campaign we are sure will engage potential recruits and encourage them to visit our site and learn more about us," said Liz Ridgeway, Head of Marketing at Captain Naval Recruiting.
Tags: Bluetooth, campaign, James Bond, mobile marketing, recruitment, Royal Marines, WAP
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