case study: paramount pictures/nacho libre mobile marketing campaign 2006
TRANSCRIPT
Paramount Pictures Chose Zingy as their Mobile Marketing Partner
► Providing Zingy with exclusive mobile rights to Paramount Pictures films including The Godfather, Airplane, Clueless and Nacho Libre
Nacho Libre Campaign Objectives
► Drive foot traffic and awareness of movie release on opening day
► Promote movie in an innovative way connecting the Nacho Libre brand to target audience
► Generate incremental revenue for Paramount while generating buzz
Campaign Execution
► Produced original mobile content for Nacho Libre based on the funniest and popular scenes from the film, including voicetones and wallpaper images
► Promoted content both directly with carrier contacts and off-deck via print, online and text messaging
► Offered targeted mobile advertising placements
In Summary
► By partnering with Zingy, Paramount Pictures created an effective cross media campaign that achieved all marketing objectives
Drove foot traffic Nacho Libre debuted at #2 at the box office and generated over
$80mm worldwide
Created buzz Delivered over 10,000 text messages with opening weekend
reminders
Generated revenue Zingy sold over 20,000 pieces of mobile content