Outfit7, the media entertainment company behind the Talking Tom and Talking Friends franchises, has entered into a partnership with Manning Gottlieb OMD, OMD International and Sony Pictures to promote the release of the upcoming Smurfs 2 movie.

The partnership will see Smurfs characters, as well as their rivals the Naughties, appearing in the Talking Tom mobile apps in the UK, Italy, Sweden, Turkey and the Netherlands.  The campaign will integrate the Smurfs 2 movie characters into the app experience, allowing them to take over the screen and surprise users.

The campaign represents the first use of the floating silhouette rich media promotional elements within Outfit7 apps. The activity will run across iOS and Android devices prior to the movie’s release on 31 July. 

“Integrating premium content into our apps provides us with a fantastic opportunity to enhance the experience of our users, as is perfectly displayed through our partnership with Sony Pictures,” said utfit7 CEO, Samo Login. The Smurfs 2 partnership demonstrates how we can create an engaging story, seamlessly integrating the advertisers marketing message into the app experience.”