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Click-To-Call Campaign Promotes ‘The Signal’

Written on

Mar 21, 2008 

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Sarah Novotny  |

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Click-To-Call Campaign Promotes ‘The Signal’

ADOTAS – Ringleader Digital, a next-generation mobile advertising company announced today, the success of its mobile click-to-call campaign designed to promote Magnolia Pictures’ latest horror movie, “The Signal.”

The viral campaign has yielded a 16% response rate within its target demographic, meaning thousands of people to date have clicked to hear “The Signal.”

Media Storm, Magnolia Pictures’ media agency, approached Ringleader for an innovative campaign. The agencies played around with the idea of a click-to-video campaign but considering the maximized reach of a click-to-call campaign, decided this would be the optimal option.

Craig Woerz, managing partner of Media Storm said “The mobile medium is undoubtedly one of the most useful and, simultaneously, underutilized channels available to marketers today. 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 relies on the mobile banner that invites users to click the ad, which lands them on film’s mobile site. Users can click to “Listen to the Signal” option, after which a call comes to the user’s handset. The sounds heard are noises of the movie characters being transformed into mass murderers.

Bob Walczak, CEO of Ringleader stated “ ‘The Singnal’ project exemplifies how innovative advertising campaigns can and should cross from one screen to the other. 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.”

Tags: click-to-call, magnolia-pictures, media-storm, mobile, response-rate, ringleader-digital, the-signal and viral-campaign

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