'Saw III' Wins Adweek's Media Plan of the Year: Best Use of Mobile

Last year, it was Toyota. This year, it's Jigsaw.

But MobiTV figured for both.

Initiative's Innovation and Entertainment division has won Adweek's Media Plan of The Year Award for Best Use of Mobile for their effort to bring images from the blood-soaked torture flick to millions of mobile phones.

As part of an integrated campaign to promote the DVD release of Lionsgate's Saw III in January, Initiative worked with MobiTV (which was part of Toyota's Adweek award-winning effort last year), to create a 24/7 Saw III mobile TV channel featuring outtakes, behind-the-scenes footage and cast interviews and other content featuring Saw's notorious villian, Jigsaw.

Additionally, Saw III ad banners were run in other MobiTV networks - and even worked with other content providers to work in Saw III-related references in comedy routines, and so forth.

The result: Saw III was the top-selling and top-rented DVD during its first week in release, and helped push DVDs of the first two Saw pictures back into the Nielsen VideoScan First Alert Top 20.

"Of course, every agency wants to do something cool, something innovative, especially during these days of constantly changing digital media landscape. But it's not easy to do," Alan Cohen, EVP, managing director of Initiative West, tells Adweek. "We had a group that is used to doing things that are new."

To see how films like Spiderman 3, Superman Returns, Batman Begins and others use mobile to build fandemonium, pick up a copy of BRANDING UNBOUND the book today.

#    #    #

Just 6 Days Left: Get a Signed Copy of BRANDING UNBOUND & Benefit Troops & Their Families

Now through July 4, you can get a signed copy for BRANDING UNBOUND for $25 - $15 for the book (that's less than the Amazon price), and $10 to help military families via Fisher House & Cell Phones For Soldiers. Click here to find out more!

Quick Links:

GENERATION WOW: The World of Multiplatform Marketing
BRANDING UNBOUND The Book
BRANDING UNBOUND IN ADWEEK Magazines
Rick Mathieson.com

 

Comments

[Carla Osborne]

I met this guy Alan Cohen in Cannes a couple weeks ago. Very smart, very personable. He's definitely on the ball.