It was a decidedly different kind of "sleeper hit" this past summer.
And now, promotions for the DVD release of "Inception" are using 2D SnapTags in print, television, packaging and outdoor to unlock exclusive, behind-the-scenes footage, a movie poster, a ringtone and more.
What I like about SnapTags (here including an image of the main character's totem - if you have to ask, you haven't seen the movie) is you don't need a special app to use them.
Simply snap an image and send it to a short code (similar in ways to JagTags). Messaging fees may apply, so it's not absolutely perfect for everyone.
But today it's a far cry better, in my opinion, than tags that require consumers to download a special app to use. What's more, this promotion embodies the idea of mobile as an activation mechanism for supercharging the engagement - and effectiveness - of print, broadcast, direct mail, outdoor and more.
I do think these kinds of promotions can be even stronger if they include something beyond digital content. The chance to go to a screening of the DVD with the star (or in this case, the celebrity director), for example - as Wrigley's Eclipse gum recently did with a recent Twilight DVD release promo - would have created the kind of dream you can't mention in a family blog for the movie's most fervant fans.
But here, as with the Eclipse/Twilight promo, content does go a long way with this film's cult following, so this will probably be a hit. I also like the stepped approach to unlocking new portions of the dream - and keeping fans coming back for more.
There's nice Facebook integration, as well.
If they ever do a sequel, I think an augmented reality game like Tron LiveCycles, with an augmented reality interface, would also be very cool.
Hey, we can dream about a sequel, can't we?
(Special thanks to Brian Posnanaski/TRAFFIC-PRM)
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