Fox Searchlight Pictures drives film awareness via mobile QR codes...
By Lauren JohnsonAugust 29, 2011
Consumers can scan mobile QR codes on outdoor posters for exclusive content
Film production company Fox Searchlight Pictures is drawing promotion for its new “Martha Marcy May Marlene” film via mobile QR codes.
The mobile QR codes are placed on marketing materials, including both outdoor locations and traditional print marketing materials throughout New York and Los Angeles.
The film hits theaters on Oct. 21.
For the marketer, QR codes are effective because they are able to connect media to other content and they are easy to track.
Fox Searchlight Pictures is a international film company that distributes movies under Twentieth Century Fox.
Exclusive scans
Users can scan the mobile QR codes on the promotional products and be taken to a landing page where they can watch two exclusive trailers for the film.
Consumers can also view additional information about the film via the mobile QR codes.
One of the key parts of a mobile QR code campaign for marketers to understand is knowing where your audience will see the ads and how it will impact how they interact with the ads.
One perspective is that print ads generally have good results because consumers have the most time to engage with them.
However, with advertisements that are on subways and are outdoors, consumers can potentially sign up for email blasts and more information via text messaging.
Movie magic
This campaign is not the first time Fox Searchlight Pictures has embraced mobile QR codes.
In 2009, the film company drove awareness to the movie Notorious with mobile QR codes on promotional materials around New York.
Giving consumers additional content as plugs for movies and entertainment is nothing new, but exclusive content gives consumers an incentive to engage with mobile.
According to Fox Searchlight Pictures, videos for Martha Marcy May Marlene are exclusive only by scanning the mobile QR codes.
Mobile QR codes give users added value when they scan something they can’t find elsewhere.
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