Thursday, 10 March 2011

Source Code Movie Uses Mobile Tagging for Marketing

The new Jake Gyllenhall movie Source Code will be using mobile tagging to help market it through the films movie poster.

Summit Entertainment worked with The Visionaire Group to make a social media game called Source Code Mission, which users can play on their smart phones. This is activated when users scan the code (printed on the poster) with their smart phone and then links to the game to play. You can see the QR code that needs to be scanned in the bottom right of the below poster.
Source Code Movie Poster
People who complete the game will be entered into a competition to win a trip to SXSW in 2012.

I haven’t played the game, so couldn’t tell you if it’s any good. But who thinks this type of marketing is going to help promote the film? I’ve never really been a fan of mini-games that are purely released to tie into a launch of a film, they’re usually not very good and in my opinion don’t really sell or represent the quality of the film.

Despite that I do like the fact that Summit are trying to link their offline marketing and online marketing with QR Codes that lead to an interactive game rather than just directing you to the movies website.

What do you think?

In addition to writing original content for MoviePush, I link to a lot of articles all over the web through my twitter @rossbishop mainly focused on movies and marketing. If you’re interested and like to keep up to date, please follow me.

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