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July 15, 2005
AOL "Cry Wolf" Mobile Campaign

American Online, Inc. has partnered with Rogue Pictures, producers of the film "Cry Wolf," to launch a mobile promotion called "IM in the Hunt." Chrysler Corporation is also a partner with this interactive mobile game initiative.

IM in the Hunt is an interactive trivia game played through mobile AOL Instant Messenger that incorporates themes from the film. The game is primarily for users of AOL Mobile IM and is mobile-phone-carrier agnostic. Users of the game compete for an all-expenses-paid trip to Los Angeles where they will participate in a scavenger hunt with the cast of the movie.

"The focus of the mobile IM in the Hunt interactive game is to provide movie goers with a blend of mystery, intrigue, interactive play and -- for a few lucky players -- real-time treasure hunting with 'Cry Wolf' cast members. Ultimately, one gamer will find his/her way to the grand prize -- a Chrysler Crossfire," according to an AOL company statement.

AOL will not serve ads on the mobile channel: the deal is more of a branding partnership among AOL, Chrysler Corporation and Rogue Pictures' "Cry Wolf."

To get in the game, consumers use their cell phones to text their AOL or AIM Screen Names to CWOLF (29653); once registered, they play using the mobile AIM service.

"This is really a multi-brand partnership that is targeting a similar demographic: the AIM audience, the "Cry Wolf" audience and the Chrysler Crossfire audience. This is mostly comprised of teens and young adults. This promotion creates a campaign that gets consumers interested in the movie, interacting with AOL Mobile and Chrysler's particular car model," Himseh Bhise, VP and general manager, AOL Mobile, told iMedia.


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