Universal UK is to promote its new movie Mr Bean’s Holiday using Snap Happy picture recognition technology.
With Snap Happy, the consumer can take a cameraphone pic of a Mr Bean poster (featuring Snap Happy logo) and send it by MMS to the mobile number 07786 200547. The system will then identify the type of phone they have and offer them free ringtones, wallpapers or videos exclusively recorded by Mr Bean. There’s no app to be downloaded or barcode to be scanned. It should even work by taking a picture of the image used in this story.It’s the first UK use of Snap Happy, which is being managed by the mobile division of marketing agency Magnet Harlequin (www.magharl.co.uk). The company’s Scott Seaborn said: “In the UK 40 per cent of brands have used text messaging which has been extremely successful. WAP enabled mobile phones are the second most popular digital device owned by Britons after the PC, so we know the potential for this kind of activity is huge.”
Marketers can now enable print ads, POS, posters, packaging and websites with Snap Happy to allow consumers to interact with brands in real time. Magnet Harlequin is experimenting with coupling this technology to GPS too.
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