Fox Pushes 'Alien vs. Predator' in U.K. via Mobile Phones

According to Digital Bulletin, Fox will partner with Mobile 365 in promoting the U.K. release of 'Alien vs. Predator':

The long-awaited film that pits cult movie monsters Alien and Predator against each other is to be promoted via a mobile marketing campaign that will let people vote on who they think will win the contest.

Twentieth Century Fox's 'Alien Vs Predator' movie is due to appear in cinemas on October 22. The new campaign, created by Mobile 365, will see fans of the film able to download wallpapers and "alien" ringtones for the phone.

There will also be the chance to vote for who will win the battle by texting either "ALIEN" or "PRED" to a short code number.

This seems to be a little late to the table -- since the movie's been out forever, won't most fans in the U.K. already know who won?

Whatever the case, mobile promotions are much more prevalent in overseas markets than in the U.S., but I expect that to change dramatically over the course of the next year. We're already seeing more interactive phone games (like the 'Manchurian Candidate' contest or the 'Grudge' SMS game currently underway) and we'll only see more. I would love to see a white paper or survey on the effectiveness of the technique.

Brand Republic