Wireless: Moxie Interactive, FOX Studios/Jumper
Dec 1, 2008
The plot of the Fox Studios' film Jumpers revolves around a young man who, thanks to a genetic anomaly, can teleport himself anywhere. Prior to the film's February 2008 premiere, Moxie Interactive was tasked with teleporting as many people as possible into theaters to see the movie.
Atlanta-based Moxie mirrored the high-tech, sci-fi feel of the film by creating a fully interactive application that would be native to the iPhone. The buzz-building result was the world's first graphical "novel," a treasure trove of Jumper-related content that could be accessed by young on-the-go wireless phone users, a prime demo for both the movie and the app. Users could view the movie's trailer and download ringtones, wallpapers, a storyline synopsis and character biographies. They also could "jump" to other iPhone-related sites.
"Because wireless devices have become something people can't live without, we felt the iPhone was the perfect mechanism to form a unique connection between consumers and the sci-fi adventure film Jumper," says Bob Conquest, evp and chief creative officer at Moxie Interactive. "We built a wireless platform exclusively for the iPhone that connected users to the premise of 20th Century Fox's movie-the idea that the main character could teleport himself anywhere."
Taking the innovative campaign to a global level, the application was released in the United Kingdom and France after its U.S. debut. But it spread even farther: The application was visited by more than 100,000 unique visitors in 125 countries. To make matters better, a special JumperiPhone Web site attracted more than 107,000 surfers from 139 nations.
The campaign also proved pivotal in bringing in the coveted 18-34-year-old crowd, a coup that led to the film's box-office success.
For more Buzz Awards Coverage coverage:
2008 Buzz Awards Winners
Millions Are Talking: Do you know who is creating the buzz?
Grand Prize Winner: McDonald's Brave New World
Event Marketing: ABC Domestic TV, Dr. Scholl's for Her
Online: Proximity Canada, Alka-Seltzer
Viral Marketing: Goodby, Silverstein & Partners, Adobe Creative Suite
Music: The Marketing Arm, AT&T
Outdoor/Out-of-Home: Butler Shine Stern & Partners, MINI Cooper
Print: Fallon Minneapolis, Sci Fi Channel
Radio: OMD, Visa
Reality TV: Mediavest Worldwide, Herbal Essences
Scripted Television: R&R Partners, Valley Metro
Social Media: OMD, McDonald's
Sports: Mediavest, Sprite
Wireless: Moxie Interactive, FOX Studios/Jumper
Integrated Campaign: Campfire, Verizon/a>
Public Relations: Coburn Communications and AARP
User-Generated: Catapult Marketing, Pedigree
Film/Movie: Davie Brown Entertainment, Mountain Dew
Buzz People's Choice Awards