Entertainment One begins Earth To Echo campaign
Distribution company Entertainment One Canada has begun a contest promotion in support of the upcoming release of a film called Earth To Echo. The movie follows a group of friends who begin receiving messages from aliens on their cell phones. The national promotion, developed by Spoke Agency of Toronto, makes use of an augmented reality mobile application called "Help Echo Find Home." It is aimed primarily at males between the ages of 10 and 16.
Consumers can use the application to find clues hidden in television commercials running on YTV, MTV and ABC Spark. Clues can also be found by scanning in-store materials at participating KFC Canada, Canadian Tire Gas and Cineplex Entertainment locations. Additional clues are located on websites including CraveOnline, YTV, Facebook, YouTube and Tumblr. Participants will be entered into weekly prize draws, as well as a grand prize draw for an adventure vacation valued at $5,000.
"Through image recognition technology, we bring the film's integrated campaign and key partners together, offering incentive for our audience to connect with the brand through a highly stylized experience," said Karen Lo, art director at Spoke. "We worked alongside some of Canada's top brands and media networks to make the advertising work harder for the launch."
The contest is being supported with television, radio, out-of-home and digital advertising, as well as social media activities. Earth To Echo will be released on July 2.