A promotion created by Sprint in partnership with Digitas and Leo Burnett hopes to create an alternative to moviegoers being forced to yell, “Turn off that damn cell phone!” in more than 1,000 NCM Movie Theaters.
Prior to the start of films, a 40-second public-service announcement is shown, encouraging moviegoers to text the word “dream” to 60602 before putting their mobile phones in sleep mode or turning them off altogether.
Once the mobile phones are turned back on, moviegoers will receive text prompts that direct them to log in via Facebook, after which they will have access to personalized 15-second video clips portraying what their mobile devices have been “dreaming” about while they were in sleep mode.
The content in those video clips is developed from the moviegoers’ Facebook activity, photos, and interests, and the clips can be shared via Facebook, Twitter, and other social networks.
Digitas Executive Vice President and Executive Creative Director Kevin Drew Davis said:
Many have created on-screen cinema spots before, but no one has tied it to a phone experience. We’ve taken cinema from the silver screen to your mobile phone, all while activating a social community that can spread the word outside the theater.