News
Magnolia's horrific mobile ad campaign
Stuart O'Brien Mar 25 2008, 12:40pm
Scaring the pants off users is the best way to get results from mobile ads, says movie distributor.
Ringleader Digital says a mobile banner ad campaign it ran on behalf of Magnolia Pictures for horror movie The Signal generated a 16 per cent click through rate.
The viral campaign was based around the plot for the film, in which a sinister noise is transmitted through phones, TVs and radios and turns those who hear it into killers.
It invited mobile users to click though on a banner ad to the movie’s WAP site, which offers a chance to hear the signal, send the sound to a friend or read a synopsis.
Moments after clicking on the 'Listen to the Signal' option, a call comes through the user’s handset.
When answered, the call plays the same noise responsible for turning the characters into mass murderers. Scary stuff.
Bob Walczak, CEO of Ringleader, said: "The mobile element complemented other online components—it didn’t mirror them. The click-to-call program gave Media Storm [Magnolia's agency] the next medium through which to reach tech savvy people with a catchy, viral campaign."
