While we've all seen this type of thing done before, this campaign using personalised video messaging really stands of with it's simplicity, great execution and nice mobile tie-in (US numbers only at this stage).
Subject choice and premise for the video also is also spot on.
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From branding unbound: 20th Century Fox Selects Celtra´s Mobile Marketing Platform for New Movie Promotional Campaign
Celtra's on-demand platform known as Fooch Campaign Manager (FCM) delivers personalized and video synchronized phone calls as part of an interactive campaign for "Meet the Spartans," starring Carmen Electra ( http://www.carmenhasacrushonyou.com/ ). Celtra offers an on-demand service for message-based mobile marketing. The Fooch Campaign Manager (FCM) platform provides Voice, SMS and WAP push connectivity through a powerful on-demand application for campaign management.
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Carmen Electra has a crush on you. And you. And you.
In an innovative new campaign from 20th Century Fox, the studio is teaming with Boston-based Celtra to bring personalizable, video synchronized promotional phone calls to mobile phones.
It all starts at Carmenhasacrushonyou.com, which features a viral video starring Carmen Electra, the star of the upcoming movie "Meet The Spartans."
Electra becomes side-tracked with talk about a new love interest during a faux interview where she originally intends to plug the film. Users have the ability to personalize Carmen's story, by changing the subject of her love interest to someone they know. Users can then enter the phone numbers of recipients they designate and thereby send the video interview URL link to their friends.
Carmen's calling act in front of the camera surprises viewers in the much the same way as the recent Peyton Manning "Pep Talk" and "Dexter" personalizable videos and the 30 Rock promotional calls. In addition, they receive a personalized call invitation to see the movie.
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