Bluetooth hotspots rally interest in movies

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Paramount was keen to drive excitement, and, of course, box office sales, for the release of three of their massive blockbuster titles – Iron Man, Indiana Jones and The Incredible Hulk. 

Paramount came up with a way to drive promotional content directly to consumers’ mobile phones.  Paramount used Aura Interactive’s BlueZone technology, which uses promotional display stands to create a free mobile network. These stands, complete with interactive touch screens, were placed inside Hoyts cinema foyers and in high traffic areas of malls. Collectively, they created an intelligent network of Bluetooth hotspots – or, BlueZones. Whilst inside a BlueZone consumers could choose to accept or decline Paramount’s made-for-mobile content.  Developed from Paramount’s library of digital assets, consumers could download short video trailers; animations; screensavers; ringtones; calendar reminders; and the obviously enticing candy bar m-vouchers.

The campaign reached over 5.5 million consumers via the digital screen media and delivered more than 117,000 branded movie-related downloads directly to the target audience.  The bottom line was that Paramount saw the films achieve huge commercial success – over $55 million was taken at the Australian box office.      

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