Hollywood Is Getting Stealthier at Advertising With Mobile Messaging Apps

Disney/Pixar's Whisper campaign shows potential


Social apps like Whisper and Kik are tricky places for brands to advertise, but film studios are getting the hang of how to run under-the-radar campaigns.

Last week, Disney/Pixar orchestrated a five-day campaign on the mobile messaging app Whisper for the animated movie The Good Dinosaur, which tells the story of a dinosaur named Arlo and imagines what would happen if the creatures never became extinct. But unlike the spots that blanketed TV sets leading up to its Thanksgiving weekend premiere, the mobile campaign wasn't labeled as an ad.

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