Mobile phone technology is at the cutting edge of studio advertising — though less in the U.S. than in certain foreign territories, where it is far more advanced than here. “What we did for (the June actioner) ‘Batman Begins’ was we developed our first fully dedicated WAP,” Warners international marketing president Sue Kroll says. “We did that in the U.K., France, Germany and Spain and basically promoted a short code that allowed people to access the site and had all kinds of video vignettes, interviews and information about the movie. We are working to do something in Japan that’s similar for (the recently released) Harry Potter and the Goblet of Fire.
The ability to use one type of technology in a specific part of the world highlights an aspect of advertising that seems increasingly prevalent. Paradoxically, however, as the “global village” becomes more and more of a reality, campaigns must be tailored for each individual territory. Full story here.