To create an atmosphere that surrounded by Twilight, Summit Entertainment integrated the traditional promotion with mobile devices channel. Several of mobile marketing campaign is launched, The Eclipse Movie Game and The Twilight Saga: Memory Quest that were developed by gaming compan, Game House.
As David Zemke, director of global marketing and publishing at GameHouse, said,
“The strategy behind the Twilight mobile games was simple; to bring one of the most popular book and movie franchises of all time to mobile devices”
They believe mobile marketing would effectively targeted the teens market,
“Ask any 17-20 year old what they consider as the most useful or desired thing they want, and a majority of them will say a "mobile device".”
Mobile marketing becomes a powerful tool, the clutter of mobile marketing will become more and more serious. Marketers need to spend more effort in the promoting format, and create the creative and innovative ways. This Twilight game is a good example, to read the whole story: http://www.mobilemarketer.com/cms/news/content/6711.html
(The Twilight Saga: Memory Quest )Source: http://spd4290mobilemarketing2010.blogspot.com/2010/07/reference-mobile-marketing-case-study-4.html
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