Paramount Pictures, through their media agency Mediaedge:cia, used the public launch of the

Paramount Pictures, through their media agency Mediaedge:cia, used the public launch of the national BlueZones network to promote their latest blockbuster movie, Transformers in Australia.

July 2007 saw the national BlueZone network as the largest free mobile network in Australia with more than 150 interactive BlueZones locations situated in a variety of locations including shopping centres, public information kiosks and selected movie theatres.

Paramount saw this opportunity to reach consumers whenever they are within a radius of a BlueZone hot spot, which activates the Bluetooth technology in mobile phones. As
consumers approach a BlueZone, their phone will receive the first message asking if they would like content from them, then accept the following for download of free trailer of the action movie Transformers plus other mobile downloads such as screensavers, ringtones and a movie release reminder. If the user chooses to accept the first message, they receive the first in a series of Transformer downloads. If they decline, they opt-out.”

BlueZones do not collect or store any information about the consumer, but they do provide advertisers with interaction volumes and details for tracking return on investment across the
medium. The BlueZone network is owned and managed by AURA Interactive.

Cate Smith, Marketing Manager at Paramount Pictures stated that “The Transformers BlueZone campaign will be the largest interactive out-of-home advertising campaign in Australia to date and will enable us to engage with our target audience through their mobile phones, effectively increasing awareness of the Transformers movie while also enhancing the consumer's entertainment experience. Paramount will be able to monitor the effectiveness of the campaign in real-time to gain a better understanding of where and when consumers are engaging with the selected out-of-home media locations”

Results for the campaign has been fantastic and Paramount has already booked further launches.