Integrating club codes in to the campaign that is out-of-home “Repo Men” ended up being totally—well, natural, relating to Ben Blatt, electronic advertising supervisor for Universal.

Crazy posting in 15 towns consist of scannable pubs that unlock “Repo Men” content. ‘>

You can’t state Universal photos is not going for the buzz in ballyhooing its future release “Repo Men.” To promote the movie—about the next realm of high priced artificial organs that may be reclaimed for non-payment—the studio is mounting both an integral outdoor/mobile push utilizing barcodes and a more sophisticated role-playing game involving a real-life manhunt for four individuals.

The campaign that is barcode now taking place in 15 U.S. urban centers, involves outside creative for the film which includes a tiny barcode when you look at the corner for the posters. Users can scan these codes with an iPhone loaded with audience pc software from Red Laser, decode them and url to pages of obvious product sales brochures for synthetic hearts, kidneys, livers, eyes, and so forth.

Other codes url to clips that are video a cable shopping community show touting the most recent and a lot of costly artificial organs—”artiforgs,” in the wide world of the movie—or to a guerilla webpage supposedly representing a motion to resist The Union, the finance arm that underwrites these high priced organs then repossesses them as soon as the owners standard.

The Union’s repossession teams scan bar codes built into the synthetic organs to confirm that the owners are in arrears in the movie.

Cellphone expansion ended up being “a natural” when it comes to campaign designed by universal and agency that is digital, Blatt claims.

“It does not take place all too often it so closely to a technology,” he says that we are able to promote a movie using creative in a way that ties. “We’ve wished to do a couple of mobile extensions within the past but didn’t have the fit that is right. Well, it was the most perfect fit.”

While iPhone users are nevertheless a minority within the U.S. mobile client base, Blatt claims their tech-forward demographic is suitable for this movie.

“The demo that we’re pursuing is very early adopters, so they’ll recognize the barcode, learn how to obtain it from iTunes and know very well what regarding it,” Blatt claims.

Almost all of the” that is“reward that could be unlocked when you look at the barcode campaign also lives site purported to be the “official” Internet front side door for The Union, the wicked finance facility that links “Repo Men” thematically to both the existing health care debate together with current predatory mortgage financing scandals. Visitors right here will find an interactive catalog of technical areas of the body, some pitch-perfect broadcast advertisements for the same, and a reason for the Union’s “easy financing” terms, including some really critical terms and conditions.

The film even offers a more old-fashioned site that is promotional features a countdown clock to your premiere and both basic and limited “red line” trailers.

Mobile phone scanning could have been a natural complement the campaign. But once it came time for Universal and 360i to choose a scanning that is mobile to incorporate utilizing the imaginative, your choices were far more complex, states David Berkowitz, 360i manager of growing news and innovation.

“Most for the scan platforms out there are made to tie into genuine items and make use of a shopping experience,” he claims. While brands can “buy” a barcode and connect it to any such thing they desire, then most other code scanners will reject that entry in the database if the entity represented by the code is not a real product but fictional. The agency and a scan was needed by the studio platform prepared to modify.

“Red Laser is amongst the most commonly used and installed barcode scanner applications and it is regularly showcased as you of this top applications when you look at the iTunes store,” Berkowitz says. “Its extensive appeal and also the proven fact that the business worked with us to incorporate fictitious items through the film made them a normal partner because of this campaign.”

Meanwhile, in a separate buzz campaign around “Repo Men”—which opens March 19—Universal and Lone Shark Games are running a live-action alternative truth game (ARG) by which registrants need certainly to seek out clues to find and tag four fugitives through the Union’s repo squads.

The video game, which lives in the Wired.com Internet site, were only available in very early February whenever Lone Shark and Universal started accepting applications for the four target runners. The four people selected, all genuine people making use of their genuine names and spread all over U.S., received $2,500 apiece in cost money and told to simply vanish also to stay concealed for per month.

Registered game players must finish an activity a to find clues to the locations of the four targets day. They get those clues by checking an internet site or after an online wiki devoted to your game. These tasks—things like “Watch the Olympics shutting ceremonies in a public place” or ‘spend one hour later in the day sitting by a fire somewhere”—are meant to provide the hunters a sporting possiblity to spot among the runners.

Them and say “You’ve been repo’ed” to win $7,500 if they do find a runner, game players simply need to go up to. Having said that, some of the runners whom find a way to allow it to be to March 20 without having to be found will win $7,500.