Mobile Ad Company “Signals” Movie Goers to Experience the Fear
NEW YORK – Next-generation mobile advertising company Ringleader Digital, today announced the mounting success of its creative, mobile click-to-call campaign designed to promote Magnolia Pictures’ latest horror movie, “The Signal.” By using the one feature every phone has, the ability to make and receive phone calls, Ringleader’s viral campaign has yielded a 16 percent response rate within its target demographic, meaning that thousands of people to date have clicked to hear “The Signal.”
Approached by Magnolia Pictures’ media agency, Media Storm, Ringleader seized the opportunity to use the hottest new marketing medium, mobile, to spread the word–or in this case, the sound. Seeking an innovative campaign that would grab the attention of movie goers, the agencies toyed with the idea of a click-to-video campaign. However, to maximize reach, Ringleader advised a click-to-call campaign–offering a creative solution that soon had mobile phone users interacting to create movie buzz.
“The mobile medium is undoubtedly one of the most useful and, simultaneously, underutilized channels available to marketers today,” said Craig Woerz, Managing Partner of Media Storm. “Much like TVs are in nearly every home, most people now carry a mobile device. With the right partner, like Ringleader, you can reach those people and engage them on the spot. The success and high response rate we’ve experienced through Ringleader’s campaign has encouraged us to recommend mobile advertising elements as part of future projects.”
The campaign initially relies upon a mobile banner that invites fans to click the ad, an action that sends them to the movie’s mobile Web site. Created by Ringleader, this site offers people a chance to hear the signal, send the sound to a friend or read a film synopsis. Moments after clicking on the “Listen to the Signal” option, a call comes through the user’s handset. When answered, the call plays the same noise responsible for chillingly transforming the movie’s characters into mass murderers.
Also through the ad site, users can read a film synopsis or send the mesmerizing signal noise to their friends. The independent film tells the story of innocent people transformed into sociopathic killers after listening to sounds and viewing images transmitted through their television sets.
“‘The Signal’ project exemplifies how innovative advertising campaigns can and should cross from one screen to the other,” said Bob Walczak, CEO of Ringleader. “And, the beauty of it is how easily that capability grows your opportunities to capture minds. The mobile element complemented other online components–it didn’t mirror them. The click-to-call program gave Media Storm the next medium through which to reach tech savvy people with a catchy, viral campaign.”
In addition to managing the click-to-call element, Ringleader Digital sourced ad inventory on mobile Web pages frequented by Media Storm’s target demographic as well as created the WAP site. The click-to-call program hit the third screen on February 19 just in time for the February 22 movie release.
About Media Storm LLC
Founded in 2001 by cable and entertainment media veterans Craig Woerz and Tim Williams, Media Storm LLC South Norwalk, Conn., is one of most well respected and fastest growing agencies in entertainment media sector. The independently owned strategic media agency is known for multi-media campaigns that achieve high levels of audience tune-in for several entertainment properties, including Magnolia Pictures, Food Network, HGTV, TruTV, The Weather Channel, FX Networks, SPEED, NFL Network, Fox Broadcasting, Fox Pay Per View, Video in Demand, WE tv, DIY Network and Fine Living TV Network. Media Storm recently announced the formation of the creative agency MAUDE. Media Storm’s knowledge and usage of emerging media like Video On Demand and Broadband Video partnerships has re-defined the digital media space. The agency was named 106 on Inc. 500 list of most successful companies in America with a three-year growth of 869.7%. Media Storm was ranked No. 13 on Entrepreneur Magazine’s Hot 500 Fastest-growing Businesses in America, and Advertising Age named Woerz one of its “Media Mavens – The Year’s Ad Industry Media Stars.”
About Ringleader Digital
As the next-generation mobile advertising network, Ringleader Digital brings the online advertising experience to mobile–fulfilling the potential and promise of the mobile Web. Ringleader’s device-agnostic network is the only third-party mobile ad service, and is the first to specifically target ads by device functionality. Ringleader simplifies advertising transactions and delivery by providing brands and publishers the ability to seamlessly and simultaneously distribute ad campaigns across any mobile digital platform. With this unprecedented control, publishers maximize the revenue potential for ad campaigns while brands and advertisers can finally track and audit every element of a campaign’s effectiveness. Ringleader is based in New York City. For more information please visit www.ringleaderdigital.com.
