Paramount Taps NFC in Collaboration with Blue Bite and Joule for Launch of Star Trek Movie
Consumers Driven to Interactive Experience with NFC via Airport Smart Posters
NEW YORK, March 20, 2013 /PRNewswire-iReach/ — Blue Bite, the Mobile Standard in Out-of-Home(TM), today announced the launch of a mobile campaign in partnership with tenthavenue mobile marketing agency Joule, and Paramount Pictures, for the recently released Star Trek Into Darkness motion picture. The multi-media campaign, which launched earlier this month across large format Clear Channel Outdoor and JCDecaux airport displays, drives consumers to exclusive content that they can view or download to their mobile phones.
The team at Paramount Pictures created eye-catching, colorful art featuring Kirk, the main character of the Star Trek film, holding a phone-like communicator in his hand. The creative invites users in any one of four major U.S. airports to take “The Future Into Their Hands” by tapping Kirk’s communicator, to unlock exclusive video content. Powered by Blue Bite’s proprietary mTAG® platform, the campaign enables consumers with NFC-enabled smartphones and tablets to simply tap their device on the airport displays to seamlessly gain access to the mobile media without having to download any external applications.
Blue Bite also worked with Joule to create the custom mobile experience which enhanced the outdoor campaign, rather than simply repurposing the same assets, further approaching true channel convergence. The coupling of mobile interaction, especially NFC, with out-of-home media, provides an effective, natural way for Paramount Pictures to connect with its Star Trek fans. The addition of this interactive component to the out-of-home environment showcases the ability of the mobile phone to enhance the messaging beyond awareness and introduces an exciting and simple element of engagement.
“We are thrilled to be working with Paramount Pictures and Joule on a mobile campaign for such an iconic title as Star Trek,” said Mikhail Damiani, CEO and Co-founder of Blue Bite. “This program is a perfect fit all-around – the movie-centric content is highly desired by consumers, and the dwell time in airports affords them the opportunity to consume as much of it as they want.”
“We are excited about the opportunities that NFC technology provides, and feel that Star Trek is a great property to take advantage of it,” said Faye Ugolnik, Senior Vice President of Media, Paramount Pictures. “With this advanced technology we are able to connect multiple mediums and deliver content seamlessly to engaged consumers on mobile devices outside of the traditional mobile media models.”
“Star Trek represented the perfect title for us to launch an NFC enabled campaign. The high tech feel of ‘scanning’ an NFC chip combined perfectly with the Star Trek brand, and allowed passionate fans to unlock exclusive content in an exciting new way,” said Greg Crockart, Co-President, Joule.
To explore more content and information about Star Trek Into Darkness, go to www.startrekmovie.com. To learn more about Blue Bite, please visit www.bluebite.com. Find out more about Joule at www.jouleww.com.
About Blue Bite
Blue Bite is a leading mobile-marketing solutions provider utilizing a targeted, location-based approach to reach captive audiences on their personal mobile devices. Blue Bite has partnered with many of the leading Out-of-Home Companies in the U.S. and prides itself on creating an interactive two-way engagement by enabling consumers to connect with digital and traditional media via their mobile phones. For more information, please visit www.bluebite.com and follow the latest updates and developments on Facebook and Twitter.
About Paramount Pictures Corporation
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom, a leading content company with prominent and respected film, television and digital entertainment brands. Paramount controls a collection of some of the most powerful brands in filmed entertainment, including Paramount Pictures, Paramount Animation, Paramount Vantage, Paramount Classics, Insurge Pictures, MTV Films, and Nickelodeon Movies. PPC operations also include Paramount Home Media Distribution, Paramount Pictures International, Paramount Licensing Inc., and Paramount Studio Group.
Joule is a full-service international mobile marketing agency that works with many of the world’s best known brands. Launched in 2006, the agency provides its clients a full range of mobile marketing services from campaign strategy through implementation and measurement, and has the ability to execute campaigns across all mobile channels. Joule is part of WPP Group and resides within tenthavenue, WPP’s agency network dedicated to delivering specific audiences and outcomes to clients.
About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings, Inc. is one of the world’s largest outdoor advertising companies reaching more than half a billion people globally every month. CCO helps advertisers create inspiring out-of-home campaigns across displays spanning traditional and digital sign formats in urban, transit, airport and roadside environments, on street furniture, and at retail near point of sale. CCO enables brands to engage people out and about in all manner of lifestyle environments. CCO’s network spans 30 countries with 750,000 displays and has the fastest growing digital outdoor network now surpassing 4,500 digital billboards worldwide. In the U.S., CCO operates in 49 of the top 50 designated market areas.
JCDecaux is the largest outdoor advertising company in the world and the market leader in Europe and Asia-Pacific. JCDecaux is listed on Euronext Paris and is part of the Euronext 100 index. JCDecaux, which first invented the concept of street furniture in 1964, is currently the only world-class player exclusively focused on outdoor advertising, pursuing a comprehensive range of activities in the areas of street furniture, transport advertising and billboard. Employing a total of 10,484 people, the Group has operations in 55 countries around the world (1,002,800 advertising panels), and is present in 3,700 cities of more than 10,000 inhabitants.
Alex Kim, Blue Bite, 866-523-3070, firstname.lastname@example.org
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SOURCE Blue Bite