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.

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1. ColorZip Partners with TV Broadcasters for Mobile Marketing
2. Japan Mobile Phone Internet Marketing (Part 2)
3. Mobile Marketing for the 21st Century
4. Java Mobile Marketing for GM Opel
5. Guide to Mobile Web Marketing in Japan

Some sage advise when entering new turf; Stop, Look and Listen.. it’s also good to secure a local guide. Japan is the cradle of mobile civilization – we have been dedicated to this space since 2001 – trust our archives here offer some useful material.

Domestic activities continue to set the pace, and sharp players are looking at global markets. We have hard-earned industry expertise and trusted network of contacts with access to advanced intell. and potential deal flow. Need a lift.. Ok, buckle-up!