Mobile technology to promote Mr Bean
Marketing communications and technology agency Magnet Harlequin has created a new mobile campaign to support the release of "Mr Bean's Holiday".
The campaign, which breaks today, uses a newly developed mobile technology created by the agency called Snap Happy.
Snap Happy is a logo on Mr Bean posters, and when users see the logo they must take a picture of the poster and send it via MMS to a specially set-up number to receive branded downloads.
The technology will allow users access to free ring tones, wallpaper and video downloads exclusively recorded for Mr Bean. The technology is designed to identify the model of handset the user has.
Scott Seaborn, head of mobile division at Magnet Harlequin, said: "In the UK 40 per cent of brands have already used text messaging which has been extremely successful. WAP enabled phones are the second most popular digital device owned by Britons after the PC, so we know the potential for this kind of activity is huge."
Earlier this month Universal Pictures launched a major television campaign to promote its new release of the film.
The campaign for Rowan Atkinson's latest outing as the bumbling Bean also takes in outdoor, press and online activity.
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