Fantastic (Four) Mobile Content Blitz

Fantastic Four Movie PosterMforma scored the mobile content rights to the latest superhero comic-turned-movie, the Fantastic Four. What differentiates this suite of mobile products (which includes a state-of-the-art mobile game plus wallpapers, cell phone themes, voice tones, ring tones and ring backs based on defining scenes and voice clips from the movie) is the level of marketing that will be used to promote it.

The products are being released amid the biggest marketing campaign ever conducted by MFORMA for the launch of mobile products. MFORMA’s global marketing activity, conducted in conjunction with Marvel, Activision, Twentieth Century Fox, and Fox’s global promotional partners, comprises more than 25 individual campaigns running concurrently in 20 countries around the world.

“The amount of assets and effort poured into the launch of the Fantastic Four mobile products is unheard of,” said Daniel Kranzler, MFORMA CEO. “This is truly a global mobile marketing event. Not only are we releasing the Fantastic 4 mobile products on more handsets, in more countries, and in more languages than we have ever done for any previous product launch, we have orchestrated, with Marvel and Fox, a worldwide marketing blitz surrounding an entire suite of interrelated, high quality mobile products.”

It sounds like the mobile content is getting as much promotion as the movie…ad channels include F4 microsites, cinema ads, magazines, MMS and SMS campaigns, TV campaigns, mobile retail stores and of course Marvel comics.
It sounds like an experiment in promoting licensed mobile content. Games based on movies have a notoriously short shelf life, mainly because the gameplay is normally very poor due to development restrictions and licensing costs. If the main selling point of a game is the movie that it is tied into it makes sense for the developer to sell as many units as possible while the movie is actually playing. If the marketing blitz has a big enough impact on sales to make it worthwhile you can expect to see more of the same…
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