Fox Partners With Mobile CRM Company7 Jun, 2010 By: Erik Gruenwedel
Twentieth Century Fox Home Entertainment June 7 said it has begun offering mobile phone users the ability to receive film clips and related studio content via magazine and retail store barcodes.
Fox said it partnered with JagTag, a Princeton, N.J.-based company that enables marketers to deliver audio, video and text content to cell phones via a barcode, for the recent Blu-ray Disc/DVD releases of Avatar. Users with a cameraphone can snap a photo of the Avatar-branded JagTag featured in the Best Buy Insider magazine and both Best Buy and Kmart store locations to receive the clips.
The technology mirrors efforts 10 years ago by dotcom-era marketers that offered consumers a handheld device they could scan bar codes from print ads and then access additional rich media via the Internet when the device was inserted into a laptop or PC input.
Fox and JagTag say this is the first mobile multimedia customer relationship management (CRM) campaign from a film studio available to both smartphone and standard phone users in the United States.
Fox said that more than 21% of users opted in for ongoing communication about Avatar.
“We are able to connect with consumers in-store in a new way, while extending the opportunities for engagement through an exciting opt-in mobile update program,” said Mary Daily, EVP, marketing at TCFHE.
Ken Graffeo, director of business development with JagTag, said adaptability of the technology to most cell phones without requiring a special download makes it a “powerful” marketing tool to entertainment media companies. Graffeo was formerly EVP of high-definition strategic marketing with Universal Studios Home Entertainment, where he spearheaded support for the ill-fated HD DVD format.