Celtra, Mindshare and Capcom Bring Compelling Mobile Rich Media to Twitter and Facebook

Combined Twitter and Facebook Campaign Makes Innovative Use of Social News Feeds to Target Relevant Large Scale Mobile Audiences by Delivering an Immersive Mobile Experience

CAMBRIDGE, MA – Celtra Inc., the industry leader for rich media mobile ad serving and analytics, today unveiled a unique social mobile rich media campaign with strategic partner Mindshare and gaming industry powerhouse, Capcom. The campaign, built for Capcom’s new game DmC Devil May Cry™, delivers an engaging, entertaining brand story using mobile rich media combined with the broad reach of the Twitter and Facebook news feeds — the world’s most popular social networks.

“As a pioneer in the gaming industry, we’re constantly looking for new and unique ways to reach and engage our audience,” said Craig Brown, UK Product Manager at Capcom. “With the help of Celtra and Mindshare, we’re seamlessly connecting with gamers where they live — on their mobile platforms and in the Facebook and Twitter news feeds.”

The DmC Devil May Cry campaign is the first Celtra mobile rich media execution for Twitter and the first combined social rich media campaign using both Facebook and Twitter platforms. This new approach allows brands like Capcom to tap into social news feeds, the prime real estate to grab a wide audience across social channels. Mobile social rich media gives brands the opportunity to tell their story in an engaging, entertaining and valuable way while using the social channel to reach the broadest relevant audience. These social rich media experiences can be promoted using Facebook and Twitter’s mobile advertising products for increased reach and engagement.

“Mindshare selected Celtra last year as its rich media mobile advertising partner because of the company’s comprehensive approach to quickly and easily deliver quality rich media ads to any device,” said James Chandler, head of mobile at Mindshare. “This campaign with Capcom showcases the new and innovative ways that we’re working together.”

This social rich media campaign is built upon Celtra’s AdCreator platform, which takes a unique approach to delivering the next generation of ad display technology. Offering simple implementation of rich engagement features, this creative solution addresses many facets of mid-funnel marketing with regard to prospect interest, intent, direct response and analytics.

“Celtra’s multiscreen functionality means brands don’t have to worry about the complexity of delivering a beautiful user experience to any device. We work on any smartphone, iPad and supported desktop browsers,” said Jonathan Milne, general manager, Europe at Celtra. “The success of this combined Twitter and Facebook rich media campaign means brands now really enjoy the network effect benefits of targeting and quickly converting a much broader audience by becoming part of their trusted social circles.”

About Celtra Inc.

Celtra Inc. is the global leader for rich media mobile ad serving and analytics. Celtra’s AdCreator 3 platform, which is used by world’s leading agencies, publishers and networks in more than 18 countries, is the only complete, SDK and ad server agnostic platform for rich media mobile advertising. Celtra’s unparalleled HTML5 ad products are designed to provide the best user experience, performance and reliability on distinctive mobile platforms with one single ad unit. For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter.

Celtra is headquartered in Cambridge (MA), with offices in New York City, San Francisco, Los Angeles, Chicago, London (UK), and Ljubljana (SI).

About Mindshare

Founded in 1997, Mindshare was set up to pioneer and innovate in order to give our clients a competitive advantage. In the intervening decade, we have been the world’s fastest-growing media agency — and we have witnessed a true communications revolution. Traditional notions of what marketing agencies can do have been ripped up and the lines between digital, creative, media, direct and consultancy have blurred. Both for right now and for the future our ambition is to lead the definition of what a media agency can do and should do.

We believe we exist to solve our clients’ communications problems and to deliver results. In a rapidly changing environment, our role is to make the complex simple — whether through advanced analytics and strategy, elegant creative solutions or highly efficient media investment.

Follow us on Twitter @mindshare_uk

About Capcom
Capcom is a leading worldwide developer, publisher and distributor of interactive entertainment for game consoles, PCs, handheld and wireless devices. Founded in 1983, the company has created hundreds of games, including best-selling franchises Resident Evil®, Street Fighter®, Mega Man® and Devil May Cry®. Capcom maintains operations in the U.S., U.K., France, Germany, Tokyo, Hong Kong and Korea, with corporate headquarters located in Osaka, Japan. More information about Capcom and its products can be found at www.capcom.com or www.capcom-unity.com.

Capcom, the Capcom logo, Devil May Cry, Mega Man and Resident Evil are either registered trademarks or trademarks of Capcom Co., Ltd. Street Fighter is a registered trademark of Capcom U.S.A., Inc.