New Moon and Waymedia's proximity marketing campaign

, 11/02/2010 (informazione.it - comunicati stampa - information technology) The Twilight movie series is a worldwide blockbuster amongst teenagers and young adults. In Brasil, for the outcome of New Moon, cinemas were crowed with thousands people also thanks to the proximity marketing campaign deployed by Waymedia and its brasilian partner  13FX.
It is increasingly difficult to reach young people with traditional media. This is the reason why the two partners organized an innovative proximity marketing action, with several interactive touchscreen posters placed in strategic stations along the Sao Paolo Metro system. The New Moon interactive posters successfully engaged with the target audience.
Passers-by were entertained with exclusive movie content including trailers, backstage photos, wallpapers and characters news. Moreover, thanks to an augmented reality application, the multi-touch  screens allowed people to transform their pictures into vampires or werewolves. Waymedia's Bluetooth devices were integrated in all the posters, so that passers-by could download multimedia contents related to the movie on their mobile phones.
The Mobitouch Cube units detected more than 30.000 mobile phones with Bluetooth switched on. Among these more than 17% interacted with the Bluetooth stations downloading nice contents.    “You have just to send interesting content to your audience and your campaign will be great” commented  Francesco Baschieri, CEO at Waymedia. This proximity marketing campaign has contributed to get the episodes in the top 10 box-office ranking in Brazil.