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Campaign: Universal and Zannel promote “Knocked Up”

zannel_logo.gifuniversal-logo.gifUniversal Pictures has partnered with Zannel for viral promotion of the new movie “Knocked Up” which will be released June 1. Written and directed by Judd Apatow, the director of “The 40-Year-Old Virgin”, the film “Knocked Up” is expected to be one of the hits of the early summer season, and appeals to an audience that is very mobile aware.

The “Knocked Up” channel is on wap.zannel.com, and includes trailers, clips, TV spots and production stills. Zannel is a viral mobile entertainment network, so viewers can easily send this material on to their friends using the Zannel “Pass-it-On” feature.

There is also a user-generated contest on the site. Users are invited to upload a video of them doing their hottest dance moves (a critical part of the movie takes place at a wild dance party). Community members will vote for the winners.

“Universal Pictures recognizes the tremendous marketing opportunities in mobile entertainment, and this relationship with Zannel provides us with a compelling viral network with which to market and promote ‘Knocked Up,’ said Doug Neil, senior vice president, digital marketing, Universal Pictures. “We are very excited about this new, easily accessible and inherently viral way to distribute content and engage our target demographic.”

Here are some screen shots showing what the Zannel “Knocked Up” channel looks like, as well as the trailer that is available on the site.

This is the home page of wap.zannel.com

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Wallpaper images of the movie’s star.

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This is where you can upload video to enter the dance contest.

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This is the screen you use to pass content to a friend – really simple.

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This is where you can play the trailer.
(the actual trailer can be seen below)

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When you start to play a video, there is a good warning system to tell you how long it might take and ask if you want to continue or see it some other way (such as online).

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Here’s a bit of information about Zannel.

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And here is the movie trailer

[kml_flashembed movie="http://www.youtube.com/v/IQlgjB1hXd8" width="212" height="175" wmode="transparent" /]

Read the the Zannel press release HERE.


25.05.2007    Tags:
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