Paramount Pictures recognized for excellence in mobile for ‘Paranormal Activity 4’
September 26, 2013
Paramount Pictures in partnership with MEC and mobile marketing agency Joule were recognized for excellence in mobile for ‘Paranormal Activity 4.’
The campaign which marked the premiere of the fourth installment in the Paranormal franchise was awarded gold for Custom Mobile Rick Media Display at the ninth annual IAB MIXX Awards, and a Mobile Mafia award for Best B2C campaign at the fifth annual Mobile Media Summit.
The campaign created buzz by leveraging the Yahoo Mobile homepage that simulated a demonic possession of a user’s phone. Upon landing on the homepage of Yahoo Mobile, users’ mobile devices started an automatic search, typing “All the activity has led to this.” Users were then pushed to a search page where ‘Paranormal Activity 4’ was featured. Following that, users received an “incoming video call” alert from the film’s teenage character. If the user clicked “Accept,” they were redirected to a chilling, frantic video call and sent back to the film’s homepage. This auto-initiated execution garnered over five million impressions, and interaction rates exceed industry standards by almost 200 percent.
‘Paranormal Activity 4’ has also received two nominations for the DigiDay Mobi Awards in the Best Mobile Branding Campaign category for work in the US and UK. Winners will be announced on October 9th.
The IAB MIXX Awards elevate interactive advertising by celebrating the world's most creative and high-impact digital executions. http://www.iab.net/mixxawards/gallery2013/
The first annual Mobile Mafia Awards recognizes brands, agencies and media tech companies that are setting new standards of marketing excellence in the mobile advertising world.