The swashbuckling, yet charmingly unrefined Jack Sparrow returns to the high seas this summer in the third (and in no way final) episode of Disney's wildly successful "Pirates of the Caribbean" series. Titled, "At World's End," the third installment will no doubt rake in big bucks at the box office. Of course, Disney has already begun drumming up excitement with the creation of a campaign aimed at promoting the film… on the mobile handset.
And Disney is not alone. A whole host of studios is now using the mobile platform to reach millions of consumers on their most personal device. Many a fan of the famous wall crawler is toting a Spider-Man personalized mobile phone, complete with ringtones, wallpapers and games courtesy of Sony Pictures and Columbia Pictures. Seeking to include the audience in the experience, Veeker and Columbia have asked fans of the movie to capture a mobile video answering the question, "what are you most looking forward to seeing in "Spider-Man 3"? Already, winners have been chosen to be featured on the official "Spider-Man" site.
The surge in brand mobile entertainment has led many who once pondered reaching consumers on the mobile phone to ask how, and not why, their next big thing should be promoted via the mobile platform. Ringtones, wallpapers and the cases that cover our cellphones are an expression of self, and studios and brands know very well that consumers love to associate themselves with their favorite films, products and icons, including the likes of Tobey Maguire and Johnny Depp.
And if big-name properties that have a lot on the line, like "Spider-Man," are doing it, why can't everyone else? For example, Sci-Fi Channel's "Who Wants To Be A Superhero?", developed by 4D Interactive, featured a mobile campaign asking fans to send their own superhero "auditions" via mobile MMS 3G video.
Here are some more reasons to start working in the mobile space sooner, rather than later.
It's a new buzz builder
Sci-Fi joins other cable channels promoting mobile offerings. Hot off the success of the nature documentary to end all nature documentaries -- "Planet Earth" -- The Discovery Channel recently launched significant advertising campaigns, on Verizon's mobile internet, touting the channel's highly rated "Deadliest Catch," as well as programming from its sister network, Discovery Health. Discovery is using its current campaign to drive traffic to its WAP site, offering wallpapers, ringtones, MMS trailers and show reminders to bring awareness to its programming. The network also plans to support many of its upcoming programs with mobile advertising.
It's got new power
Going hand in hand with new mobile advertising campaigns are innovative technologies that speak to the consumers' entertainment interests du jour, including video, games and the ever-popular widget. Even the phones themselves are creating discussions on new ways to bring traditional advertising to mobile. For instance, Apple's highly anticipated iPhone is causing some to think about mobile advertising in a new way. And, traditional cellphone makers are planning a new generation of high-resolution handsets geared for the television-minded mobile phone user.
It's in tune with users
For years now, music has played a big part in mobile. And now, the folks at House of Blues and Motorola are reaching out to concert-goers with Bluetooth technology to heighten the music experience by connecting like-minded fans on the mobile platform. Developed by Impact Mobile, the campaign features ticket sale text alerts, social networking, a WAP site, SMS promotions, Bluetooth hotspots and mobile ticketing, is a prime example of a brand providing useful content and services on mobile through ad-enablement.
It gets around
There's also the potential for a viral, kitschy mobile campaign to gains awareness through pure groundswell. Take, for example, last summer's unlikely hit, "Snakes on a Plane" with Samuel L. Jackson. Millions of mobile users received a prank call from Jackson, a ploy now being used by Orbit gum, with Snoop Dogg getting in on the phony calls this time. There's no doubt that other imitators will soon follow.
It needs brands to grow, and can grow a brand
Just as was the case with the internet, the studios' desire to roll out extensive content on the mobile phone will rely heavily on advertising to ensure that campaigns are viable and affordable. Ad-enabled campaigns have sprung up across the platform, but there's plenty of room for growth.
If 2006 was the year of mobile advertising exploration, this year marks its discovery for a broad range of brands seeking consistent, large-scale mobile campaigns as part of their overall consumer outreach strategy. The ability to target to unique demographics --Latinos, African Americans, the youth market, just to name a few -- has made mobile a reality and a line item for numerous brands.
With each new advertising campaign that hits the third screen, more data is amassed, and a collective memory of best practices is gained. And with summer movie blockbusters on the horizon and the fall TV season around the bend, studios who start now can likely learn from their peers and deliver mobile content to the masses just as the masses are demanding it.
Jeff Janer is CMO of Third Screen Media. Read full bio.
