Wi-Fi Posters Bring The World’s Oldest Medium Into The Digital Era

With conventional poster campaigns becoming less and less likely to grab the attention of young moviegoers, South Korean film distributor CJE brought the world’s oldest ad medium into the smartphone era, by creating so-called ‘movie posters 2.0’: Wi-Fi Posters.

Wi-Fi Posters Bring The Oldest Medium Into The Digital Era

Traditional posters are transformed into wireless hotspots via technology embedded in or behind the billboard. This is automatically activated once a user nears the hotspot, prompting them to connect to the Wi-Fi network with the name of the movie being promoted. Once connected, the user can watch the movie trailer in HD, interact with other free content, and even buy tickets to the show itself.

During the campaign’s run, the movie’s main site saw a huge increase in traffic from wireless users, who stayed on the site five times longer than average. Ticket sales also recorded a significant uplift.

ONE SCREEN TO RULE THEM ALL

In 2013, mobile phones will overtake PCs as the most common Web access device. Increasingly many aspects of people’s virtual and physical lives can be controlled by mobile phone – effect-ively making it a “remote control” for life

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Marketing for Movie “Stoker” Produced Entirely from GIFs

GIFs – an acronym for “Graphics Interchange Format” – are short, animated computer images that have gained massive popularity with consumers. With social sites like Tumblr and Twitter’s Vine being home to numerous user-generated movie GIFs, they are now being adopted by marketers. This week, Fox Searchlight launched an all-GIF promo for their new movie Stoker.

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Directed by cult Korean filmmaker Park Chan-wook, Stoker is a mystery thriller starring Nicole Kidman. As letters play a large part in the plot, Fox Searchlight set up the microsite ‘Letters To India‘ where visitors can see exclusive GIF animations from the movie.

Each GIF can be shared on Facebook, Twitter, and Tumblr, and the site is regularly updated with new exclusive content. The studio also decided to craft a TV spot created entirely from GIFs (it broke this week in Adult Swim in the US)

Fox Searchlight aren’t alone: recently Cinemax turned an episode of its new show Banshee into a series of animated GIFs, and last year Lionsgate used an GIF poster to promote its movie The Hunger Games.

EVOLUTION OF SOCIAL

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers

Creating contagious, highly shareable content enables marketers to tap in to the “recombinant culture” phenomenon, wherein consumers take brand-produced content, re-appropriate and remix, then redistribute to their friend networks.

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