20:20 London has teamed up with mobile agency Incentivated to deliver a “groundbreaking” campaign for Virgin 1 to promote its upcoming series Terminators.
Terminators has been a smash hit in the USA where it has pulled in over 18 million viewers. It was the biggest-rating scripted show on Fox for eight years and will launch in the UK on 23 February.
Incentivated and 20:20 London have developed a mobile video campaign which utilises location-based technology. The companies claim this is a media first.
Participants input their friends mobile number into a dedicated website. The friend is then sent an SMS warning them that Terminators are near by. The recipient replies to the SMS to see where the Terminators are and receives a link to a made-for-mobile video. The recipients current location is highlighted within the video via an integrated map in real time. The recipient gives permission for their location to be shared. The service will be promoted with an online banner campaign.   
Were proud to have partnered 20:20 London in delivering this engaging mobile experience for Virgin 1, says Incentivated Managing Director Jonathan Bass. The campaign fuses video downloads, location-based services and mobile maps, pushed via online sign-up, and will create strong awareness and talkability in the critical days ahead of the TV launch.