World War Z mobile launches with HTML5 execution across Mobile Embrace’s ad network

Paramount Pictures NZ’s latest movie World War Z, has released its highly engaging rich media mobile advertising campaign today across Mobile Embrace’s ad network of premium m-site and app publishers which includes the New Zealand Herald app.

The campaign commences with animated banners that click through to a HTML5 sequence showcasing a fast-paced snapshot of the film. Viewers are then directed to a dedicated m-site featuring the film’s trailer, synopsis and social links. Mobile web users can engage with each of these elements plus use a calendar sync function that installs a reminder of the film’s launch, 19 June 2013 on their device.

Says Sarah Kavanagh, NZ national sales manager of 4th Screen Advertising at Mobile Embrace: “We worked with MEC to develop a mobile marketing strategy that engaged audiences not only with the film’s key promotional assets, but also the native functionality of the smartphone. By incorporating a calendar sync option for mobile web users we were able to re-engage audiences at the most integral time of marketing a film – its launch.”

Says Amber Conroy, business director MEC: “Mobile Embrace shared our vision to push boundaries and find new ways to engage with the smartphone audience. Their strategic advice and thorough understanding of the capabilities of mobile led to finding a way to re-engage mobile web users with the core advertising message without an additional spend.”

The World War Z creative will run across Mobile Embrace’s tier one premium publisher advertising network that includes premium m-site and app publishers, spanning the biggest sports (Sportmate), music (Shazam, Sound Hound), games apps (Rovio – Angry Birds) and media houses (APN – publisher of the New Zealand Herald, The Radio Network and TVNZ).

Mobile Embrace’s 4th Screen Advertising network provides leading brands with reliable, trusted advertising environments that protect them from undesirable brand associations that could occur when utilising a ‘blind network’ of uncontrolled or unknown advertising destinations. Mobile Embrace guarantees ad impressions on premium publishers, providing advertisers with the assurity of targeted and recognised environments.