2 July 2008, Sony Pictures Home Entertainment has today launched its first mobile campaign in Australia with the help of international mobile specialist, Dialogue Communications. SMS campaigns and a mobile internet site designed by Dialogue have been added to Sony Pictures Home Entertainment’s existing marketing channels to support the Australian DVD launch of Rambo on July 9.

Dialogue created the mobile internet site using its new Mobile Site Builder (MSB) tool. At the same time, a mobile campaign response back was devised to drive traffic to the site, to promote the film further and engage fans.

The mobile shortcode 199 00 991 will be advertised across all traditional media in Australia and by texting a keyword to the number shown; consumers receive the Rambo mobile site link in reply where they can interact with the site, regardless of where they may be located.

Commenting on the launch of the site, Alexia Johnstone, Strategic Marketing Manager, Sony Pictures Home Entertainment said, “The mobile campaign is designed to integrate with our existing channels of marketing communication and deliver an immediate call to action response mechanism.”

Always at the forefront of new and innovative ways to create and raise product awareness, Sony Pictures Home Entertainment was keen to engage such a strategy from the outset.  Alexia Johnstone added, “Integrating mobile with our current promotional channels gives us the perfect platform to communicate with our ever increasing tech savvy target market.”

The Rambo mobile internet site is one of the first to go live in Australia using Dialogue’s new MSB application, which allows brands to build and publish advanced sites and storefronts using a simple user interface and easy-to-use drag and drop features.

Hugh Spear, Dialogue Communication’s CEO explains the advantages that mobile solutions will bring to Sony Pictures Home Entertainment’s marketing campaign: “By including the mobile site across the entire campaign, Sony can capture the audience’s attention at their first point of interest and deliver relevant content back to them virtually immediately.

“The mobile element gives passive advertising a more dynamic and instant appeal, by removing the product from its location specific source of promotion.  This not only prolongs campaign longevity but also broadens its appeal as the mobile campaign site encourages content sharing among consumers own social network.”