Warner Bros. Hypes ‘Nancy Drew’ with Mobile Campaigns
Warner Bros. has launched two separate mobile campaigns to promote the upcoming film “Nancy Drew.”
In one campaign, conducted at NancyDrewCallsYou.com, visitors can send a personalized phone message to their friends from actress Emma Roberts, who plays the lead role in the film.
Participants choose answers from a host of questions about friends, including fashion style, personality traits and music preferences, to craft the greeting. The pre-recorded call can be sent to a cell phone, landline or e-mail.
“It’s like Mad Libs” only with an interactive flair, said David Gale, director of business development at Vibes Media, which handles the campaign. “You can play the message and edit it. It’s fun.”
Also on the site is a mystery text game where players act as detectives. People opt in to participate by texting “Play” to shortcode 73807. Trivia questions are sent via text message and are based on the film’s trailer on NancyDrewMovie.WarnerBros.com.
The campaigns run through mid-July, Gale said. Banner ads support on the film’s MySpace.com page. Bazooka Media handled the Web site development for the promotion.
In “Nancy Drew,” which hits theaters June 15, the young detective investigates the unsolved death of a beautiful movie star while on a trip with her father.
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