Case Studies

Sony Pictures Home Entertainment
Solution: mobile internet & text-to-browse

Always at the forefront of new and innovative ways to create and raise product awareness, Sony Pictures Home Entertainment has developed with the assistance of Dialogue Communications, an SMS campaign and mobile internet site that supported the DVD launch of Rambo in the Australian marketplace.

Dialogue created the mobile internet site using its new Mobile Site Builder (MSB) tool. At the same time, a mobile campaign response back was devised to drive traffic to the site, to promote the film further and engage fans. The Rambo mobile internet site is one of the first to go live in Australia using Dialogue’s new MSB application, which allows brands to build and publish advanced sites and storefronts using a simple user interface and easy-to-use drag and drop features.

The mobile shortcode was advertised across all traditional media in Australia and by texting a keyword to that number, consumers received the Rambo mobile site link in reply, allowing them to interact with the site, regardless of location.

“Integrating mobile with our traditional promotional channels gave us the perfect platform to communicate with our ever increasing tech savvy target market and deliver an immediate call to action response mechanism,” says Alexia Johnstone, Strategic Marketing Manager, Sony Pictures Home Entertainment.

By including the mobile site across the entire campaign, Sony captured the audience’s attention at their first point of interest and delivered relevant content back to them virtually immediately.  This gave the passive advertising channel a more dynamic and instant appeal, by removing the product from its location specific source of promotion.  It also prolonged the campaigns longevity and broadened its appeal, as the mobile campaign site encouraged content sharing among the consumers own social network.

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