Icon Films launches interactive campaign for Zero Dark Thirty film via Vizeum, Posterscope + Tapit

Icon Film Distribution, via media agency Vizeum, Posterscope and Tapit, is launching an interactive media campaign today supporting the release of Zero Dark Thirty, which is in Australian cinemas from January 31. The film chronicles the decade-long hunt for and ultimate eradication of the world’s most wanted man, Osama bin Laden.

Vizeum and Posterscope combined forces with Icon Film Distribution and Tapit to create this category-first campaign for a movie launch in Australia. The unique campaign builds hype around the highly anticipated release by giving audiences access to trailers and content through their mobiles using interactive OOH panels.

Appearing in shopping centres nationally from today, panels will feature Tapit NFC technology for the first time. Consumers will be able to tap or scan to access the film trailer and other content for the film. The high-exposure campaign sees 200 shopping centre panels rolled out across 91 sites in seven states.

The media campaign driven by Vizeum also includes television advertising with a strong focus on placement within news and current affairs settings, a strong digital component, with the film trailer seeded across various sites, and the 30 second commercial playing in cinemas during the busy January period.

Says Greg Hughes, Icon CEO: “Zero Dark Thirty has been a ground-breaking film in many ways and we are looking to continue that approach in our launch of the film in Australia. Working with Vizeum and Posterscope to develop a highly strategic approach to media activity we are excited to implement one of the first campaigns to use NFC technology in the Australian market.”

Says Tony Woodward, Vizeum business director: ” A key focus of our media strategy is to drive awareness through captivating audio visual footage. We utilised the TapIt network to push this content out across broad reaching environments skewed to Metro areas and cinemas, which will deliver an enhanced experience for audiences and give us a deep level of data to evaluate the campaign.”

Says Sarah Harley, Posterscope client director: “We wanted to give people the opportunity to engage with the film at a deeper level across multi-platforms using mobile interaction. Our proprietary consumer survey (OCS) highlights the heightened level of engagement for these consumers in the shopping centre environment. We’re really looking forward to getting the interaction data.”

Says Will Akerman, Tapit head of outdoor media: “This campaign again shows that the way clients are using their marketing dollars is evolving. Fortunately we are able to work with Vizeum, Posterscope and oOh! Media who all have a reputation for innovation, as well as a crucial understanding of the benefits of NFC technology. First and foremost, however, is the Icon who had the foresight to see that this technology has a place in their campaign.”