Warner Bros Using Snacks To Promote Mobile Content For Movie

Warner Bros. Pictures is using mobile content to promote its new movie Happy Feet (what is it with penguins?). It’s using the movie-theatre cups and popcorn bags (nearly 2 million of them) to tell people to text the word “happy” to a short code to receive a free downloadable wallpaper, and to go into the draw for “video games, soundtracks and other move-branded merchandise”. They’ll also be able to buy more movie-themed mobile content. It has the advantage that people take it with them, so they don’t have to stop in front of a poster to get the details. Still, there’s no mention of any method to give the packaging to people seeing Happy Feet rather than another movie. MangoMobile is the mobile company behind it.

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