Twentysix Bluetooth campaign targets Bond fans

Edited by the Marketingservicestalk editorial team Nov 12, 2008
Twentysix has created a cinema and mobile Bluetooth campaign for the Royal Marines to encourage potential recruits to learn more about the force.
Twentysix created the video content, which will be broadcast to mobiles via Bluetooth in 120 UK cinemas before and after the James Bond film, Quantum of Solace.
The 45-second video will give viewers a taste of the Royal Marines' State of Mind proposition, which focuses on the qualities that differentiate the elite Royal Marines from the Army, and highlights the work that the UK's 'go anywhere' amphibious forces undertake in some of the world's most extreme environments.
Viewers will be encouraged via the mobile campaign to click through to a WAP site, which Twentysix developed in conjunction with Incentivated, where they can download additional State of Mind content and register to receive the monthly Royal Marines newsletter.
Those without Bluetooth will be directed to the WAP site by texting MARINES to 62233.
The cinema campaign created by WCRS, which depicts the drama of a swamp ambush, will also break on 8 November around the launch of the Quantum of Solace film, driving viewers to visit the Royal Marines online.
Royal Marines will be appearing in 20 cinemas around the country on 8-9 and 22-23 November to meet movie-goers and answer questions about a career as a commando.
Paul Coffey, managing director at Twentysix, said: 'This campaign uses a variety of relevant media to engage with a younger audience, and content that sits well with the Bond theme, conveying the drama and excitement of life with the Royal Marines as well as delivering the important recruitment message.'.
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