Universal Pictures has joined Microsoft Tag to promote the new comedy Bridesmaids. A girl’s night out movie that will attract primarily the female moviegoers. Universal plans to target the female market by enabling smartphone users to interact with full-page ads about the movie. The ads will run in several magazines, including Cosmopolitan, InStyle, People StyleWatch and Us Weekly.
A reader sees the full-page ad, becomes interested in Bridesmaids, wants to see the trailer, and so scans the Tag with the free Tag Reader app. Then, the reader can watch the Bridesmaids trailer and access additional movie information and content. According to Microsoft, Universal is the first major film studio to use Tag technology to promote a first-run, nationally released movie.
What a cool way to socialize about a movie that you want to see with your friends. You can even discuss the pros and cons of a movie as well, whether it’s worth seeing or not. The creativity of Tag is boundless because it enables readers to use their mobile device and experience the behind-the-scenes movie footage, interviews with the talent and director, fun contests, trivia, ticket sales and more.
Microsoft Tag has already seen some traction in print materials as a way to link consumers to information, entertainment and interactive experiences on mobile phones. Microsoft is pretty excited about Universal Pictures using Tag to reach their target audience.
“Microsoft Tag engages users when and where they’re most interested, and we’re thrilled with the way Universal Pictures chose to implement our technology to offer a richer, interactive brand experience for moviegoers,” said Bill McQuain, director of Tag product management at Microsoft Corp.
The comedy follows Kristen Wiig as Annie, a maid of honor whose life unravels as she leads her best friend, Lillian (Maya Rudolph), and a group of colorful bridesmaids (Rose Byrne, Melissa McCarthy, Wendi McLendon-Covey and Ellie Kemper) on a wild ride down the road to matrimony. When I say wild, I mean wild and raunchy.
The Bridesmaids trailer is worth viewing. It’s hilarious!