Campaign: NZ Agency Mobile Embrace Creates Game For Kiwi Film

A young boy playing on his handheld device while lying in a field of green grass
SHARE
THIS



New Zealand mobile advertising sales agency, Mobile Embrace’s 4th Screen Advertising, has created a media mobile game to promote the release of Kiwi film The Dead Lands for Transmission Films.

The creative features an immersive rich media gaming ad unit initiated from the banner ad. Using 3D rendering, the mobile game brings to life the film’s central characters and the world of Maori warriors to create an interactive and adrenalin pumping gaming experience.

deadlands

Cindy Leong, spokesperson at Mobile Embrace’s 4th Screen Advertising New Zealand, says, “We were approached by Trigger Marketing to develop an interactive campaign to generate excitement around the film’s release. By creating something engaging and fun, the mobile game offers audiences an entertaining ad format that is highly impactful and ignites user interest to see the film.

“At Mobile Embrace, we believe rich media ad formats enable brands and advertisers to engage more deeply with their target audience and forge a positive brand connection. This, in turn, is leading to stronger results when compared to standard ad formats.”

deadlands1

To play the game, users ‘tap’ the animated banner ad and are instantly prompted to ‘swipe’ their character left and right across the screen to avoid warriors and collect weapons to succeed. Once the user completes the game, they’re given their score and are invited to share this on Facebook for a chance to win a double pass to see the film.

“Mobile is one of the most personal and engaging mediums. Research by our technology partner Opera Media Works for instance, reveals mobile ad content worldwide generated more than 64 billion monthly ad impressions in quarter two 2014, and reached more than 500 million global consumers. This campaign demonstrates how brands can connect with their target audience in a captivating and exciting way beyond the banner and on a device that they use the most,” said Leong.

Adria Buckton, managing director of Trigger Marketing and publicity, said,“We appointed the experts at Mobile Embrace to push the boundaries on user engagement and entertainment. Their industry leading ad formats and compelling creative means we’re more likely to capture the attention of the growing volume of users on smartphone devices and interact with them in a more receptive, fun and memorable way.”

To ensure maximum contextual relevancy, the mobile campaign for The Dead Lands will be rolled-out across Mobile Embrace’s premium advertising network, including Rotten Tomatoes, Perform Group, Sportsmate, and The New Zealand Herald. The campaign will run from 16 October – 6 November 2014.

Please login with linkedin to comment

Ciarán Norris Clemenger BBDO Sydney geoemma Jetstar Maud Monetsation of Social Media

Latest News

Why Brands Are Moving Audience Research In-House
  • Partner Content

Why Brands Are Moving Audience Research In-House

The role of the agency is changing. Many brands are changing their tack, redistributing their budget to get more control of their output, with a bigger focus on in-house. This is a shift that has been ongoing for years. While 2020 was a year of uncertainty and hesitancy to commit, digital advertising spend is starting […]

Partner Content

by B&T Magazine

B&T Magazine
The Smith Family & Asahi Lifestyle Beverages Launch “The Big Giveback”
  • Campaigns

The Smith Family & Asahi Lifestyle Beverages Launch “The Big Giveback”

The Smith Family have teamed up with Asahi lifestyle beverages and launched the national campaign “The Big Giveback” aiming to raise much-needed funds for the charity. The campaign launches nationally this month to raise much-needed funds for young Australians in need through The Smith Family’s education support programs. The campaign comes after a new survey […]

Lizza Gebilagin Announced As New Editor Of Women’s Health, As Jacqui Mooney Departs
  • Media

Lizza Gebilagin Announced As New Editor Of Women’s Health, As Jacqui Mooney Departs

Women’s Health has today announced a new editor-in-chief, Lizza Gebilagin (main photo), who will lead the brand across print, digital, audio and events. Gebilagin was most recently the brand’s executive editor, alongside Jacqui Mooney, who will step down from the role to explore new opportunities but will continue to consult to the brand on major […]

Triple M Inks Three-Year Broadcast Deal With Cricket Australia
  • Marketing
  • Media

Triple M Inks Three-Year Broadcast Deal With Cricket Australia

SCA’s Triple M will broadcast cricket again after Cricket Australia and the FM network finalised a three-year partnership for men’s international cricket in Australia. Triple M will kick off their coverage with what promises to be an epic 2021-22 Vodafone Ashes series from December 8 at The Gabba in Brisbane alongside every Test and One-Day […]

Foxtel Group & Amazon Prime Video Announce Local Deal
  • Campaigns

Foxtel Group & Amazon Prime Video Announce Local Deal

The Foxtel Group and Amazon Prime Video have announced a significant agreement to integrate the Prime Video app into Foxtel set-tops by the end of 2021. The deal aims to accelerate its streaming aggregation strategy to bring together, live and on-demand, all in one place. The new partnership will enable all Foxtel customers with a […]

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]