Mobile phones have been home to many things in the last few years. As their capabilities expanded to transcend their original call-making function, mobile phones grew into gadgets capable of text messaging, image and multimedia messaging, music storage and playback, handheld planning and organizing, and a variety of other functions. Lately, even video games have found themselves transplanted to mobile handsets in the form of ported apps. In turn, the ringtones, wallpapers and applications made available and usable on the various evolving mobile phone units have provided companies with endless means to reach their target markets – promoting the latest artist or album to sign or be released under their record label, or perhaps a new season of a television program that mobile audiences also follow.
Warner Brothers has teamed up with kgb to promote a new property – not an artist or album, or even a television show, but a full feature film. In much the same way as the recent Twilight sequel, New Moon, was spotlighted by a mobile promotions campaign, the new Robert Downey Jr. film “Sherlock Holmes” is set to be spotlighted in a mobile media blitz courtesy of text answer service kgb. The New York-based company is credited with being the world’s largest independent directory assistance [and enhanced information services] provider, and has a 15-year history of establishing and supporting the most successful telecommunications sector retail brands. such as the UK’s The Number 118 118 and France’s Le Numero 218 218. They have also established themselves considerable in the US with kgb 542542, a flagship text answer service that sends real-time responses to user questions sent to KGBKGB [542542]. At 99 cents per answer, the affordable service has proven to be a popular one as users do not hesitate to seek assistance from the mythical kgb “Special Agent” waiting for their queries.
The current cross-promotion with Warner Bros. Pictures is targeted to expand promotions for the studio’s new action-adventure mystery film “Sherlock Holmes”, which opens December 25 in the US. The latest film project bearing the Sherlock Holmes moniker stars comeback kings Jude Law and Robert Downey Jr., the latter enjoying a hard-earned career renaissance with this film and his Iron Man role, which will itself be spotlighted in an Iron Man sequel next year. Focusing more on Holmes’ martial capabilities and generally delivering a refreshing new approach to the sometimes bookish character, the Guy Ritchie-helmed production follows in a long line of popular adaptations.
The kgb cross-promotion features various hooks to catch audiences with. As a program, it will be landing on multiple platforms – television, Internet, radio, theater, as well as a mobile text promotion. Users can text the keyword SHERLOCK to kgb’s signature number 542542 in order to get “insider” information on the film and its characters, all for standard text messaging rates and no extra charges from kgb. Advance screening tickets for the film’s release in select US markets also had special trivia questions printed, with a message to send to 542542 for answers. Even the kgb website has gotten in on the act, with online sweepstakes that could net users advance passes, movie tickets, Sherlock Holmes posters, shirts, and more.
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