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RCR Wireless News, November, 2006
Warner Bros. gets `Happy' with new mobile marketing campaign Warner Bros. Pictures is using movie-theater cups and popcorn bags to push a mobile marketing effort for its film "Happy Feet.'' The studio is placing messages on nearly 2 million concession-stand goods asking moviegoers to text the word "happy'' to a short code.
Respondents receive a free, downloadable wallpaper and are entered into a sweepstakes to receive video games, soundtracks and other movie-branded merchandise. MangoMobile is powering the effort. "Happy Feet'' opened Nov. 17; the text campaign runs through Dec. 9. Leap lowers unlimited talking, messaging price to $30 per month Leap Wireless International Inc.'s Cricket is making a holiday push with a $30 rate plan...
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