Downloading other exclusive mobile content, like wallpapers, provided multiple contacts.The “MMS-Composer” could be used via premium SMS or by collected free codes from Fox DVDs.The audience was pulled to the thrilling MMS-Composer via flash advertising on entertainment, lifestyle, music and cinema homepages.Close to release, a push SMS was sent to the collected numbers with a two-for-one voucher: You could invite a friend to the movies for free!

Develop a new way to address the difficult to reach target group for cinema movies ( 12-19year-old Germans) and create early involvement and relevant word of mouth to stimulate viewership of the "Hide & Seek" movie.

The interest in the content was outstanding. 21% of all visitors carried out one of the offered actions.The movie started more successful than in any other European country with more visitors than expected.The MMS-composer was awarded “Best Media Based Interaction” at the Eyes & Ears Design Award 2005.

The platform was designed in the mood of the movie. To pull the viewer into the thrilling world of “Hide and Seek” exciting and somewhat scary visuals were used and combined with sinister sounds like creaking doors or rain. Pictures and sounds were downloadable as screensavers, ringtones or MMS-stories. Creating and sending individual stories provided at least two intensive contacts.

The users could also invite friends to use the tool (viral feature).

92% of the target group own a mobile phone and are highly interested in mobile applications. They especially love upgrading their phones with contents like ring-tones and wallpapers. They see those applications as hip/trendy and, executed professionally, communication spreads very rapidly.On this insight we developed a unique platform to fulfill their needs. The “MMS-Composer”.

This tool offered exclusive pre-release pictures which could be combined to an individual story with their own words. The story could be sent to friends via MMS. Additionally the tool contained wallpapers, ring-tones and movie news to round up this entertainment package.