SMS sex line to promote teen movie Danielle Veldre
UNITED International Pictures is using an SMS sex advice line in a teen targeted promotion for the Australian launch of its film sequel American Pie 2.
The promotion being done by UIP in conjunction with Platypus, leverages the relationship of the young audience with one of the film’s characters and invites them to ask “Jim’s Dad” tricky questions about sex and receive free advice via a text message.
Users dial 0411MOVIES (0411 668 437) to get the information and are required to input their name, gender, age and mobile number.
The users are also directed to a Web site www.0411MOVIES.com which hosts American Pie 2 competitions, operator logos and news and gossip.
According to a Platypus spokesperson the promotion was employed in the UK for the same film, and the results indicated the highly targeted campaign would also be successful in the Australian market.
The promotion will be flagged on postcards handed out at places such as universities to reach the late teen to early 20 target audience.
UIP and Platypus joined forces earlier this year to use SMS to promote the action film The Fast and the Furious.
Film goers were able to enter a competition which asked them to SMS a number plate which best suited the car featured in a flyer handed out at busy intersections.
Offering the chance to win a set of personalised FURIUS number plates, the promotion generated 3000 responses.
SMS is becoming a popular plank in film marketing with Tomb Raider, Bridget Jones’s Diary and Jurassic Park 3 amongst those films that have already used the technology.
