Microsoft Tag and Universal Pictures today announced a new campaign to promote "Bridesmaids," the new comedy from producer Judd Apatow ("Knocked Up," "Superbad") and director Paul Feig ("Freaks and Geeks").
"Universal, through the Tag campaign, will enable smartphone users to interact with full-page ads that will run in several magazines, including Cosmopolitan, InStyle, People StyleWatch and Us Weekly. When the Tags are scanned by the free Tag Reader app, users will be able to watch the "Bridesmaids" trailer and access additional movie information and content."
With this campaign, Universal becomes the first major film studio to use Tag technology to promote a first-run, nationally released movie.
With Tag, Universal Pictures will engage the audience for "Bridesmaids" by offering a highly scalable, branded mobile experience that goes beyond the printed page to generate interest and excitement around the comedy. The simple yet powerful Tag dashboard enables next-generation mobile tagging functionality, including the ability for studios and marketers to scale or change the user's mobile experience with behind-the-scenes movie footage, interviews with the talent and director, fun contests, trivia, and much more.
The "Bridesmaids" official site may be found at here.
[tags]universal pictures,bridesmaids,film studio,comedy,cellphones,mobile tagging[/tags]