Celtra outlines ‘Vegas’ mobile marketing push

A viral mobile marketing effort for the feature film “What Happens in Vegas” generated more than 50,000 peer-to-peer user engagements, according to the firm that delivered the campaign.
Celtra Inc., a Massachusetts-based startup that specializes in widget-based mobile marketing, said it delivered 15,000 widget embeds via social networking communities and more than 300,000 impressions within those users’ profiles. The widgets encouraged online users to personalize and send phone calls with the voice of Ashton Kutcher, who stars with Cameron Diaz in the 20th Century Fox movie, which hit theaters last month.
“Overall we think the campaign has been doing well; however, had we launched it a few weeks before the premiere, the results would have been even better,” said Celtra CEO Mihael Mikek. “The timing to leverage the momentum in the movie industry is key.”
While peer-to-peer mobile campaigns are just beginning to appear, Hollywood is increasingly looking to wireless to promote its wares. Paramount Pictures earlier this year teamed with LG Electronics Co. Ltd. to push the film “Iron Man,” and Warner Bros. regularly uses mobile content such as games and ringtones to publicize its movies.