Getting an ‘Eagle Eye’ Film Experience Via Mobile Marketing.

In “Eagle Eye,” the Dreamworks/Paramount Pictures thriller set for release this weekend, the lead characters are driven to extreme acts by a mysterious woman who contacts them via their mobile phones.
So what better way to promote the movie than through a mobile-marketing campaign?

The effort, created by Millennial Media for Paramount, follows the movie’s plot, without giving too much away, and drives consumers to opt in for voice, text and mobile-web messages similar to what “Eagle Eye” protagonists Jerry Shaw (Shia LaBeouf) and Rachel Holloman (Michelle Monaghan) experience.

Eric Eller, senior VP-marketing at Millennial, said his definition of a great mobile campaign is one that creates compelling content that is easy to share with others and links to the consumer mobile experience. Thanks to the content of the movie, the last parameter was a given.

“In this case it was easier than usual, and it’s even more interesting because we could bring into play all the ways people use mobile phones — calling, text and mobile web,” he said.

All will be revealed…The first message the user receives is a call, voiced by the same mysterious woman in the movie, warning that “you’ve been activated” and that the line is no longer secure. Other warnings and hints come via text messages, interactive voice response and SMS. The upshot of all this builds to hype the movie, when “all will be revealed on Sept. 26.”

There was also a sweepstakes for a chance to win a $1,000 gift card from Circuit City for those who opt in.

Millennial placed mobile banner ads across its network at a wide variety of websites, including the homepages for Major League Baseball, CBS News, TV Guide and Weatherbug, to drive consumers to opt into the campaign. Consumers can join by inputting their phone numbers right into a box on the banner.

“This groundbreaking campaign is an excellent example of how advertisers can creatively use today’s mobile technologies to connect their content to consumers,” said Michael Rosenberg, manager of national advertising at Paramount, in a release. “We are delivering a highly distinctive theatrical marketing vehicle which brings the ‘Eagle Eye’ film experience to its consumers in a new and exciting way.”

This mobile campaign marked the seventh time Paramount tapped Millennial for theatrical or home-entertainment releases. It is also the latest in a series of aggressive marketing pushes for the anticipated blockbuster that includes not only outdoor, radio, print and TV, but also digital marketing, including well-received alternate-reality game “Eagle Eye Freefall.”

Sneaker Pimps’ Chris Conner

Chris played live at many Tokyo events for SYN Entertainment…this is for the eye glass company Alain Mikli..Watch this and several of the other performances through the same player…Simon LeBon of Duran Duran performs with Chris also.
This event was a great success for Alain Mikli.

Robert Palmer’s Last Performance 2003 in Tokyo

This was Robert Palmer’s last concert before he died…Robert was actually a very nice guy and always visited with us when he came to Tokyo…we miss him.

We put this on for a sponsored event for an eye wear maker Alain Mikli and VW…
Snapshot 2008-06-07 00-20-19
Nick Wood of SYN Entertainment produced this whole show…it was a great event and generated great press for the eyewear firm…all the staff at the event wore frames from the maker. Even the VW on display had a giant pair of frames built for the bug!

Robert was in great form that night and really enjoyed the party style stage rather than concert atmosphere.

Thanks to Nick it was an evening I will never forget. Simon LeBon and Sneaker Pimps also performed…hope he edits the video for those as well.

Great Studio in Tokyo

Snapshot 2008-05-07 14-15-19
please check out Nick Wood’s studios at his new website…there is lots of good work featured including some award winning music for TVCs.
Nick Wood and Gentemann