An interactive media campaign to support the release of Zero Dark Thirty has been launched by Icon Film Distribution, thanks to media agency Vizeum, out-of-home specialist Posterscope and NFC marketers Tapit.

It is the first campaign of its type to support a movie launch in Australia.

Audiences can access movie trailers and content through the mobiles using interactive out-of-home panels in shopping centres across the country.

The media campaign also includes TV advertising, digital and cinema advertising for the movie, which is released in Australia on January 31 and tells the story of the decade-long hunt for Osama Bin Laden.

Greg Hughes, Icon’s CEO, said: “Working with Vizeum and Posterscope to develop a highly strategic approach to media activity, we are excited to implement one of the first campaigns to use NFC technology in the Australian market.”

Tony Woodward, Vizeum business director, added: “A key focus of our media strategy is to drive awareness through captivating audio visual footage. We utilised the TapIt network to push this content out across broad reaching environments skewed to metro areas and cinemas, which will deliver an enhanced experience for audiences and give us a deep level of data to evaluate the campaign.”

Posterscope client director Sarah Harley said: “We wanted to give people the opportunity to engage with the film at a deeper level across multi-platforms using mobile interaction.”

And Tapit head of outdoor media, Will Akerman, added: “This campaign again shows that the way clients are using their marketing dollars is evolving.”