Target Digital, the digital subsidiary of independent entertainment media agency Target Media, has brokered a campaign between Unanimis, who exclusively represent Oranges Shots opt-in mobile advertising service, and Optimum Releasing, which has become the first film distributor to use Oranges interactive SMS and MMS mobile advertising service.
Leap Year, the new release from Optimum Releasing starring Amy Adams and Matthew Goode, is the first film to use the Orange Shots service, where a client can target 110,000 Orange customers, a section of its opted-in Monkey pay-as-you-go customer base.
The deal sees a strategically timed burst of activity today, Wednesday 3rd March to drive interest amongst those who may be using the Orange Wednesdays cinema promotion. The mobile activity will take the form of a text message leading interested recipients to a WAP page where they will be able to view the film trailer and download wallpapers and film information.
We are incredibly proud to secure this activity between Unanimis and Optimum Releasing, as it is a first for the film industry, says Andrew Coroneo, Digital Account Manager at Target Digital. It is the perfect way to target the film-loving Orange customers and drive cinema bookings with the UKs entertainment-hungry, youth audience.