Mobile operator 3 UK has revealed that its Favourites application has driven 26,000 views of the new Iron Man 2 trailer in just 10 days.
Paramount Pictures’ decision to use the Favourites app, which is present on all new 3 UK phones, as part of an integrated campaign to promote the new film, resulted in 28,686 clicks, and more than 26,000 trailer views. The sponsored Iron Man link was engaged 481,572 times, representing a clickthrough rate of 1.55 per cent, and exposing 86,413 users to over 1.8m page impressions.
The Favourites app comes preloaded to appear on the homescreen and provides the user with easy access to their most used mobile services. Users are guided towards download sites and mobile web pages for tools such as Facebook, Google, Skype, Yahoo!, YouTube and Windows Live Messenger. 3 UK’s mobile agency YOC inserts sponsored links into the app, providing brands with access to 3’s user base. 
“The Paramount team wanted to drive trailer views in their target demographic for the release of Iron Man 2,” says Neil Andrews, head of medias and content services at 3 UK. “Favourites provided the reach and targeting they needed to get results. To ensure the best user experience, YOC built and hosted a landing page which automatically detected the most suitable video format for each handset. The response from users was astounding. Favourites quickly became the most successful mobile element of the Iron Man 2 campaign.”
In addition to the Iron Man 2 campaign, 3 UK and YOC are working with other major brands, including Walkers and BBC Radio 1.
