SCVNGR 'Eat Pray Love' Challenges Send You On Your Own Sabbatical
Marissa Brassfield — July 25, 2010 — Pop Culture
Location-based phone apps and movie promotion blend in the SCVNGR 'Eat Pray Love' challenges. The upcoming film's journey of food, self-exploration and love has been tied into 26 cities through the SCVNGR app for iPhone and Android.
The SCVNGR 'Eat Pray Love' challenges will reflect the movie's themes to encourage users to explore their own cities in a mini sabbatical. Mashable has provided two examples of such challenges below.
Implications - This type of interactive marketing is one of the most effective forms of advertising for companies eager to promote a major movie. By offering the public a chance to directly engage in the movie promotion, as well as the characters in the movie, they create a personal connection with the public in a way television and print cannot.
The SCVNGR 'Eat Pray Love' challenges will reflect the movie's themes to encourage users to explore their own cities in a mini sabbatical. Mashable has provided two examples of such challenges below.
Implications - This type of interactive marketing is one of the most effective forms of advertising for companies eager to promote a major movie. By offering the public a chance to directly engage in the movie promotion, as well as the characters in the movie, they create a personal connection with the public in a way television and print cannot.
Trend Themes
1. Location-based Movie Promotions - There is a trend of integrating movie promotions with location-based phone apps to encourage users to explore their own cities and create personal connections with the movie's themes and characters.
2. Interactive Marketing - Interactive marketing has become one of the most effective forms of advertising as it directly engages the public and creates personal connections with consumers, as opposed to impersonal tv and print ads.
3. Integration of Real-world and Digital Experiences - The integration of real-world experiences, such as exploring one's own city, with digital experiences, such as using location-based phone apps, is becoming increasingly popular and effective in marketing campaigns.
Industry Implications
1. Film Industry - The film industry can take advantage of location-based movie promotions to create personal connections with potential movie-goers and increase ticket sales by offering interactive marketing experiences.
2. Mobile App Development Industry - The mobile app development industry can leverage the trend of integrating real-world and digital experiences to create more engaging and interactive apps for marketing purposes, allowing companies to better connect with consumers.
3. Advertising Industry - The advertising industry can benefit from the trend of interactive marketing by offering more engaging and personalized ad experiences, as well as exploring new ways to integrate real-world experiences with digital advertising to increase consumer engagement and brand loyalty.
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