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The Web in Entertainment Marketing Campaigns

Virtually every movie now released theatrically has its own Web site. These sites have become an integral part of any movie's marketing campaign, and they have begun to be well integrated with other media to help reach their intended market.

For example, @D:TECH reported that Sony Pictures created and produced its first integrated online/wireless promotion for the hit movie xXx.

A site was set up on CollegeClub.com a month before the wireless campaign began, where visitors could get information about the film and play games. A month later, the movie was marketed on cell phones to teenagers and college students, the movie's target audience, with an interactive program designed to drive them back to the Web site, thus reinforcing the film's brand.

A "xXx Mobile Agent Training Program" was also developed. Visitors opted into the program by submitting basic registration information (name, email address, and cell phone number). This four-week program assigned each player his or her own spy case; they were sent clues and questions about xXx on their cell phones, received tips and information from the Web site, and then entered the answers on their phones. Correct answers gave players the chance to get xXx digital downloads for their phones, including ring tones and logos.

Players who made it to the end of the program were entered to win a xXx spy package. Prizes included Sony digital camcorders, cameras, and headphones.

Users found that the program had compelling interactive content and was fun. The movie was a hit, and the program was deemed a success.

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