Twentieth Century Fox is recruiting mobile to infiltrate holiday shopping cells. With the launch of the Mr. & Mrs. Smith DVD today, mobile-toting fans across the country will get a chance to participate in secret spy missions. Montreal-based Speed Promotions and Toronto-based Mindshare have spearheaded a national mobile promo (with back-end support by Toronto’s Jambo Mobile) that partners national retailers and brands for prizing as part of the DVD launch. Last week, street teams dressed in spy gear in Calgary, Edmonton, Montreal, Toronto and Vancouver gave out cards to drive traffic to smith.jambomobile.com, a site where folks are can sign up to participate in text-based ‘Smith missions’ invitations. Other promo executions include radio spots and OOH via Zoom Media and New Ad posters. Mindshare did the media buy. The promo targets 15-24s.
